Phygital: how to improve the user experience.
The digital has become one of the key pieces of any brand strategy. Since 92% of French consumers base their decisions on reviews and comments before making an online purchase, it is essential to develop an effective digital strategy tailored to the customer’s needs.
Today and although e-commerce platforms have many advantages, human interaction, the power to feel products and the inconveniences related to the delivery of purchases, contribute to the maintenance of physical stores.
Points of sale
Therefore, because an optimal user experience is an objective for brands, it is quite natural that the digital landscape is installed in the points of sale. And this in order to achieve not so innovative goals:
– Facilitate the purchase.
– Propose playful experiences.
– Increase the frequency of visits to stores.
– Collect data to establish better communication with customers.
– Estimate an average consumption basket.
For all these purposes the “phygital” is the answer. Based on the words “physical” and “digital”, this new concept aims to develop hybrid stores that better meet customer expectations. In fact, whether through connected objects or through unique technological devices, the customer experience offers in a “phygital” environment greater personalization, fluency and humanization compared to a purely physical context.
this new concept aims to develop hybrid stores that better meet customer expectations.
Sephora y Undiz
Two of the most striking examples are the Sephora Flash store in Paris or one of the Undiz stores in Toulouse. These two stores offer two shopping experiences in complete symbiosis: the customer can choose their products from the shelf as a traditional store or through touch screens connected to the inventory. In the event that there is no stock available, the customer has the opportunity to receive their products at the address they choose as if they had ordered them at home.
This is the phygital challenge, to be installed in the points of sale in a completely adapted way so as not to hinder the customer’s purchase process. In fact, beyond connected terminals, there are other tools that are involved in purchases 2.0: notifications in real time on social networks (such as the connected hangers of C & A), beacons, mobile payment, QR codes … All of them allowing to establish strategies that promote the commitment and loyalty of the client, through a quick, simple and pleasant experience.
These two stores offer two shopping experiences in complete symbiosis: the customer can choose their products from the shelf as a traditional store or through touch screens connected to the inventory.
The “phygital” brings together all the strengths of electronic commerce, and the relationship with the customer of a physical store that must never be forgotten. It is important to note that the study “connected French trade” of Ipsos reveals that 54% of French people think that the seller will continue to play a central role in the stores, even in 15 years.
Finally, the challenge of this hybrid model is to develop non-intrusive marketing strategies where customers feel comfortable when going through the purchase process. Even though the “phygital” model offers multiple advantages for the companies that have implemented it, purchases in physical stores are still privileged, whatever the sector.