What is phygital? The future is Phygital
Phygital simply combines the words physical and digital to create a new word: phygital. The future is Phygital, while it’s not exactly clear who coined the term, we started using it at the height of the COVID-19 pandemic. Why? Because we noticed more companies quickly adjusting their strategies to digitally accomplish tasks that had previously been accomplished in-person. This includes things like grocery shopping. The success of mass retailer curbside pickup solutions and delivery programs attests to the fact that consumers are now very comfortable using a mobile app to “walk the aisles” for them. Other examples include using a phone to look at a restaurant’s menu, paying for gas without having to touch a payment terminal, or using a connected device to monitor your health.
The Covid-induced lockdown earlier this year had not only disrupted businesses and operations, but also changed consumer sentiment significantly. While safety and hygiene have become the new norm, consumers are now seeking more value propositions and opting for essential commodities as a result of the shrinking job markets and wallets. The shopping trend has changed during these extraordinary times, with apparel chains like Shoppers Stop seeing consumers make purchases of a higher bill value than even pre-Covid times
What role does marketing play in phygital?
It’s great to start thinking about how the future is phygital for your business, but part of that plan needs to include your marketing strategy. How you communicate new digital offerings and configure customer support as users begin to onboard and utilize these experiences will be critical to your success. Consider signage for your stores to educate and convert in-store only personas into hybrid or digitally-friendly personas. Think about exclusive offers you can provide to customers that engage with your mobile app or website to encourage adoption. Are you adding personalization into the experience? All of these factors should be part of your overall strategy. Plus, don’t forget to measure and analyze your data so that you can continually optimize your phygital strategy for the best possible customer experience.
Examples of phygital experiences today
There are many ways to enhance the phygital experiences that you already have. Let’s take a look at some real life phygital examples and how they can propel your customer experience.
Kiosks
A classic example of phygital is using a kiosk. Whether at the airport, a bank, or restaurant, a kiosk makes it possible for users to accomplish routine tasks quickly and efficiently using digital technology in a specific physical space. Just about everyone has used one and they’ve become so commonplace and accepted that most consumers don’t even think about this as a digital experience – it’s just the way things are done.
In the time of COVID-19, some customers may not feel as confident using a kiosk versus engaging face to face with another person. In a post-COVID world, there are also many ways a kiosk can be reconsidered to make the phygital experience better. Consider walking into a quick service restaurant and stepping up to a kiosk that already knows you’re there because of geofencing. The kiosk greets you, recommends items you’ve bought previously, and matches the information you have in your mobile app, such as payment information and dietary restrictions. This kind of engagement simplifies the kiosk experience, making it so customer centric that they have the best possible interaction with your brand, boosting customer loyalty as a result.
