Phygital: what it is and how to apply it in your marketing strategy
Posted: Thu Jan 30, 2025 5:01 am
Phygital is a combination of the words “physical” and “digital.” In short, it’s like having the best of both worlds: combining the tangible, what you can touch and feel, with the virtual, which allows you to interact in a faster, more personalized and creative way.
Benefits of phygital
Phygital is not just a nice, future-sounding term, it is a way of working that is already here and can completely change the way brands relate to you and me. The best thing of all is that it not only improves our experience as customers, but it also brings many advantages for companies that apply it well. Let's take a closer look.
1. Unique and memorable experiences
Let's be honest: what we want most as customers is for a brand to make things easy for us and surprise us. Phygital achieves just that because it brings together the best of the physical world (the tangible, the close) with the digital world (the fast, the convenient). For example:
Imagine being in a store and being suggested products that really interest you.
Or attend an event where you can interact with the environment thanks to augmented reality.
When a brand manages to mix both things in a natural way, it leaves us with an incredible feeling, one of those that you remember and share with your friends.
2. More interaction and connection with brands
Another great thing about phygital is that it doesn't twitter data just stop at "selling for the sake of selling." It seeks to truly connect with people, offering something personalized and special. And of course, when that happens, you not only buy more, but you stay with the brand because you feel cared for.
For example:
You can try something on in the store and then decide to buy it online, without any rush or pressure.
Additionally, brands can stay in touch with you through digital tools, making you feel part of a community.
3. Data, data and more data
Phygital isn’t just a cool experience for customers, it’s also a goldmine for businesses. By connecting the physical and the digital, brands can gather a wealth of information about what we do, what we like, and how we interact with them. This helps them:
Improve your strategies and adjust them in real time.
Detect which products work best or where there is room for improvement.
Offer you exactly what you need without going crazy trying things.
4. Go further
Phygital also helps brands reach more people. How? Very easy. Think of those stores that invite you to scan a QR code to see how a piece of furniture looks in your home thanks to augmented reality. Or those virtual reality experiences in which you feel like you are in a physical place, even if you are in your living room.
Key elements for a phygital strategy that works
Phygital isn't just about bringing together the physical and the digital for the sake of it. If you want it to really work, you need to be clear about how to do it and what points are essential to make the customer experience, literally, unforgettable.
1. Technology, but well used
There is no phygital without technology, that is clear. It is what allows everything to fit together and flow. But be careful, it is not about using technology for the sake of using it, but rather using it wisely to improve the experience. Some key tools are:
Artificial intelligence (AI) , which helps you analyze what your customers need and personalize the experience in real time.
The Internet of Things (IoT) , which connects physical devices with digital, such as in-store sensors that detect what customers look at most.
Augmented and virtual reality , which can make something as simple as trying on glasses an incredible experience on your mobile.
2. Data: Your best friend
Here's the trick. Phygital works because it allows you to collect and analyze data from everything your customers do, whether in your store, on your website, or even on social media. This helps you:
Understand what your customers are looking for before they know it themselves.
Create personalized experiences that truly add value to them.
Improve what isn't working and get it right faster.
3. Personalization: Make it unique
We all like to feel special, right? Well, in phygital this is key. If you offer the same thing to everyone, you won't stand out. But if you make each customer feel like you're talking directly to them, that's where you win. For example:
In a store, a smart fitting room might suggest clothes that match what you're wearing.
Online, an app can recommend products to you based on your previous purchases.
4. Everything must be connected
One of the biggest mistakes you can make is to have channels out of sync. There is nothing more frustrating than starting something online and not being able to finish it in-store, or vice versa. For phygital to work, everything must go hand in hand:
Buy online and pick up in store. Easy and fast.
Check the app and find the product in your nearest store.
Constant interaction, regardless of whether the customer is in the physical or digital world.
5. Always innovate
Phygital isn't something you set up once and that's it. It's constantly changing, so you have to keep an eye on what's happening, both in technology and in your customers' expectations.
Experiment with new things, like using chatbots or enhancing with augmented reality.
Listen to your customers and adapt what you do based on their feedback.
Benefits of phygital
Phygital is not just a nice, future-sounding term, it is a way of working that is already here and can completely change the way brands relate to you and me. The best thing of all is that it not only improves our experience as customers, but it also brings many advantages for companies that apply it well. Let's take a closer look.
1. Unique and memorable experiences
Let's be honest: what we want most as customers is for a brand to make things easy for us and surprise us. Phygital achieves just that because it brings together the best of the physical world (the tangible, the close) with the digital world (the fast, the convenient). For example:
Imagine being in a store and being suggested products that really interest you.
Or attend an event where you can interact with the environment thanks to augmented reality.
When a brand manages to mix both things in a natural way, it leaves us with an incredible feeling, one of those that you remember and share with your friends.
2. More interaction and connection with brands
Another great thing about phygital is that it doesn't twitter data just stop at "selling for the sake of selling." It seeks to truly connect with people, offering something personalized and special. And of course, when that happens, you not only buy more, but you stay with the brand because you feel cared for.
For example:
You can try something on in the store and then decide to buy it online, without any rush or pressure.
Additionally, brands can stay in touch with you through digital tools, making you feel part of a community.
3. Data, data and more data
Phygital isn’t just a cool experience for customers, it’s also a goldmine for businesses. By connecting the physical and the digital, brands can gather a wealth of information about what we do, what we like, and how we interact with them. This helps them:
Improve your strategies and adjust them in real time.
Detect which products work best or where there is room for improvement.
Offer you exactly what you need without going crazy trying things.
4. Go further
Phygital also helps brands reach more people. How? Very easy. Think of those stores that invite you to scan a QR code to see how a piece of furniture looks in your home thanks to augmented reality. Or those virtual reality experiences in which you feel like you are in a physical place, even if you are in your living room.
Key elements for a phygital strategy that works
Phygital isn't just about bringing together the physical and the digital for the sake of it. If you want it to really work, you need to be clear about how to do it and what points are essential to make the customer experience, literally, unforgettable.
1. Technology, but well used
There is no phygital without technology, that is clear. It is what allows everything to fit together and flow. But be careful, it is not about using technology for the sake of using it, but rather using it wisely to improve the experience. Some key tools are:
Artificial intelligence (AI) , which helps you analyze what your customers need and personalize the experience in real time.
The Internet of Things (IoT) , which connects physical devices with digital, such as in-store sensors that detect what customers look at most.
Augmented and virtual reality , which can make something as simple as trying on glasses an incredible experience on your mobile.
2. Data: Your best friend
Here's the trick. Phygital works because it allows you to collect and analyze data from everything your customers do, whether in your store, on your website, or even on social media. This helps you:
Understand what your customers are looking for before they know it themselves.
Create personalized experiences that truly add value to them.
Improve what isn't working and get it right faster.
3. Personalization: Make it unique
We all like to feel special, right? Well, in phygital this is key. If you offer the same thing to everyone, you won't stand out. But if you make each customer feel like you're talking directly to them, that's where you win. For example:
In a store, a smart fitting room might suggest clothes that match what you're wearing.
Online, an app can recommend products to you based on your previous purchases.
4. Everything must be connected
One of the biggest mistakes you can make is to have channels out of sync. There is nothing more frustrating than starting something online and not being able to finish it in-store, or vice versa. For phygital to work, everything must go hand in hand:
Buy online and pick up in store. Easy and fast.
Check the app and find the product in your nearest store.
Constant interaction, regardless of whether the customer is in the physical or digital world.
5. Always innovate
Phygital isn't something you set up once and that's it. It's constantly changing, so you have to keep an eye on what's happening, both in technology and in your customers' expectations.
Experiment with new things, like using chatbots or enhancing with augmented reality.
Listen to your customers and adapt what you do based on their feedback.