Alexa, turn phygital experience on the hallway light! Does this phrase sound familiar to you? You may not have yet taken the plunge into the growing trend of smart speakers, but you surely know a family member or friend who already programs the heating, activates the alarm or opens the blinds with a simple voice command. When was the last time you went to a restaurant?
With the current COVID-19 health emergency, the vast majority of restaurants have opted to display their menus by scanning a QR code using a smartphone.
Without realizing it, you have been and are subject to phygital marketing on a daily basis, but… what is it?
Phygital: an integrated marketing experience
The term phygital comes from the combination of the English terms physical and digital. When we talk about phygital, we usually refer to a type of user shopping experience or a marketing strategy. Phygital tries to combine the best aspects of the online world with those characteristics most loved by offline users. All this with the purpose of generating a more complete and satisfactory shopping experience for the customer, as well as creating new business opportunities for companies and industries.
Even though we are becoming more and more romania email list 1.8 million contact leads dependent on technology, we humans still yearn for those personalised, intimate experiences that only direct contact can offer. Phygital creates a bridge between a user and an activity ; it makes this experience so fluid that the customer won’t even notice that their life has become somewhat simpler.
This concept can be confused with omnichannel and , despite being similar in many aspects, phygital goes one step further, trying to break the barrier between the physical and digital world and not simply exploit all possible channels as omnichannel tries to do.
How to create a phygital marketing experience for my clients?
The fundamental pillars of a phygital marketing strategy are what we call the three ‘i’s’: immediacy , immersion and interaction . The first two are more related to the children’s day – remember 5 campaigns that are true classics! digital world, while interaction is that fundamental nuance that the physical world provides.
The implementation of a phygital experience begins by changing the way we approach the customer journey. In a strategy of this nature, the customer journey ceases to be a linear and unidirectional path and becomes a discontinuous and omnidirectional itinerary in which the customer is constantly alternating between different touchpoints, both online and offline.
Two clear examples that illustrate the above are america email list the ROPO and showrooming phenomena . ROPO (Research Offline, Purchase Online) refers to a widespread trend among today’s consumer. The customer goes to a physical location to find out about a specific product, being able to see and touch it, and then purchase it online.
On the other hand, showrooming refers to the opposite phenomenon. The customer searches for product information online and then goes to a better-informed physical location. In the following video from Workshop Contract, you can see a clear example of this phenomenon. In a physical space geared towards the contract sector, where innovative and avant-garde materials can be seen first-hand. Through a series of landing pages and audiovisual content for social networks , it invites its customers to physically visit its showroom.