PHYGITAL: WHERE DID IT START?

Before we run down the idea of what Phygital can do, let’s first define what the term “Phygital” means. "Phygital" describes the physical and digital marketing strategies in providing a better experience for customers such as buying via Virtual Reality (VR) technology and developing websites for e-commerce. It is a combined word for “Physical” and “Digital” wherein both environments enhance the customer experience to further drive engagement.

Today, companies go through a series of online strategies to gain more audiences by means of engaging campaigns and adopting various ways on what can help them to further expand their market. While the term “Phygital” may be new to some, the idea of infusing physical and digital experiences has been around for some time. 

Illustration by Raj Verma

The advances in technology have made it easier than ever to create appealing and memorable experiences to customers that seamlessly blend the physical and digital worlds together. Hence, Phygital is becoming an increasingly important technology in marketing and customer experience strategies. Utilizing new and effective online strategies helps the companies cater to their old and new markets.

IMPORTANCE OF PHYGITAL TO A COMPANY

Phygital can be highly significant for a company to use as it allows them to create more immersive and interactive contents and experiences for their market. By combining physical and digital components, companies can have the benefits of both worlds in making a more engaging and memorable encounter with your brand.

As an example, restaurants like McDonald’s use digital tools which allow a customer to place orders via their mobile app and self-serve kiosk, making it an engaging strategy and can be visually appealing for the physical dining environment. Another example is the giant sporting brand Nike. They utilize digital tools such as mobile apps to enhance the customer’s shopping experience by allowing them to see, design, as well as order shoes and clothes virtually. Airline companies such as Cebu Pacific also encourage passengers to book and check-in online to ease down lines in the airports. It’s a brilliant solution in saving time and making more productivity for its employees. IKEA’s idea of enhancing Phygital is one way to collaborate with influencers. By offering a mixed-reality retail experience, those passing by their shops are able to see the virtual influencer’s everyday home routine using their products. The idea of this big brand is to showcase their product selection curated within the apartment that is imparted through daily life. The products that were showcased in this campaign are also available and ready to be purchased online.

Screenshots taken from the Nike App

Phygital experiences can help companies differentiate themselves from their competitors, enhance customer engagement and loyalty, as well as provide valuable data insights regarding their market’s behavior and preferences. As technology continues to advance, companies that embrace Phygital will be better positioned to meet the evolving needs and expectations of their customers.

Illustration by Anonymous 

HOW TO ENGAGE DIGITAL AUDIENCES USING PHYGITAL?

Many companies engage with digital audiences using Phygital today. It requires extensive research on customer insights and strategic approach that combines the physical and digital elements in a way that a user will be satisfied with their experience. Here are key points on how to properly engage with digital audiences using Phygital:

STEP 1: Understand your audience
Start by understanding your audience and what they want from your brand. What are their preferences, pain points, and interests? This will help you create experiences that are tailored to their needs.

STEP 2: Develop a Phygital strategy
Develop a Phygital strategy that aligns with your brand's objectives and goals. Consider how you can integrate physical and digital elements to create a seamless and integrated experience for customers.

STEP 3: Leverage technology
Use technology to enhance the physical experience and create a more engaging and immersive environment. For example, use augmented reality (AR) to allow customers to try on clothes virtually, providing interactive content and information.

STEP 3: Optimize digital channels
Optimize your digital channels to drive engagement and enhance the customer experience. This might include developing a mobile app, creating social media content, or using chatbots to provide customer support.

STEP 4: Measure success
Monitor and measure the success of your Phygital strategy to understand what's working and what's not. Use this data to make informed decisions and continually optimize your approach to better engage with your digital audiences.

IN CONCLUSION

Phygital can have a good impact towards innovating an organization to take on what's more to explore and prove that digital assets can be more reliable today. In this digital age, organizations and companies that embrace Phygital will be better positioned to succeed and thrive, while those that ignore it risk falling behind. As such, it's important for organizations to recognize the value of Phygital and invest in the technology, talent, and resources needed to implement it effectively.

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