Phygital, a new experience between two worlds
Phygital, what is it?
The phygital translates into the integration of digital into the real world (IRL) blurring the boundaries of these two worlds. Connected commerce being a very present issue, with increasingly connected and mobile users, it is in this sector that phygital has been able to integrate most easily in order to offer an optimized journey that meets user expectations.
The main challenges of phygital are:
- Simplify a journey
- Offer a unique and original experience
- Create a personalized experience
01 – Simplify a course
Simpler, phygital facilitates the user journey, homogenizes the different channels and streamlines the purchasing journey. Mobiles, E-commerce, Social Media and physical stores are connected to create an omnichannel experience. The “shopper” will thus be able to start on mobile where he will be able to receive personalized notifications according to his data, anticipate a purchase, order online and receive an SMS on his connected watch to warn him that the order is ready, he will be able to try via augmented reality mirrors in the shop, buy on site (Click and Collect) or finally decide later with advice on social networks! Sephora has optimized its journey with digital baskets that add products via NFC technology in order to offer the entire product catalog to its customers.
Sephora launches its phygital journey in one of its stores
02 – Offer a unique and original experience
Being innovative and surprising the customer is a challenge that brands are increasingly seeking to meet. Undiz has explored the phygital route by offering an unprecedented connected commerce experience. The idea being to equip the points of sale with touch terminals giving access to the entire catalogue, orders then arrive by air-propelled transparent capsules. The shopping experience becomes fun and reduces the store surface area of the brand. In addition, an application also allows you to prepare your purchases in advance and arrive with your products already ready as soon as they arrive in the store. Undiz positions itself with keywords such as #robotics #playful #fantastic, enough to arouse curiosity!
The products arrive by capsules in transparent tubes
To watch the video and understand the concept: it's here
03 – Create a personalized experience
Omnichannel and phygital also allow support, advice and personalization throughout the user journey.
In particular thanks to tools such as beacons, APi's, geolocation, NFC which offer services, advice and products at the right time, in the right place, in a simplified and personalized way. Digital is at the service of retail. Starbucks has tried this exercise and offered its own playlists created by the teams themselves, customers could then like, save favorite music to influence the selection. The collection of customer data personalizes the offer, makes it possible to follow a purchase history or to better know the desires and preferences of customers.
Starbuck customers save and vote for their favorite music
En conclusion
With the fragmentation of the audience, the advance of new technologies and the search for an ever more optimized and unique experience for users, brands can no longer ignore phygital. Making the most of digital (tools and technologies) and physical (showcases, booths, vendors) in order to enrich and standardize a journey, always meeting the expectations and needs of users, that is today's ambition. and tomorrow.
Solène Saguez, UX-Evangelist @UXrepublic
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