Phygital: The Emerging Trend Marketers Need to Know About
Among marketers, the “phygital” concept is the talk of most industry-related conversations. If this word and concept are new to you, we have you covered. Phygital is a trending approach to marketing and advertising that seeks to merge the best elements of both digital and physical messaging. The goal is to create a customer experience that blends the benefits of digital consumership with physical brand interaction.
Examples of the Phygital Experience
The core components of the phygital marketing philosophy are “instant, connected, and engaging”. By embracing technology, brands can provide instantaneous customer service and communication to their consumers. Plenty of examples of the phygital experience already exist in common, everyday transactions. A great example of the phygital experience is digital kiosks in fast food and casual dining establishments. These kiosks are used to quickly process orders and take payments while the in-person components of the customer’s experience focus on preparing the orders and delivering them. This model produces a seamless customer experience that is efficient for both the patron and the business.
Other common examples of a phygital customer experience are the use of QR codes and live video shopping.
QR codes are great for offering in-person access to discounts and coupons and can help integrate digital advertising on streaming platforms to online shopping apps and websites.
Live video shopping is an emerging form of customer service that allows a digital customer the ability to interact with a salesperson, ask questions, and view products from the comfort of their home. Mega retailers such Nordstrom and shopping malls have recently dived into live shopping streams with great results.
Industries that Benefit from Providing a Phygital Experience
A diverse range of industries can benefit from merging the physical and digital worlds for their customers. As it stands now, automotive dealerships, real estate brokerages, and retailers are benefiting from merging physical and digital into a unique consumer experience.
Car dealerships have found success with optimizing their websites for prompt customer service with live chatting and video conferencing. Live video calls are great ways to allow a customer to tour new vehicles, ask questions, and discuss their needs with sales professionals. Video calls produce a great customer experience that is both convenient and efficient for all parties.
As mentioned previously, retailers are using video calls and live streaming to curate an individualized and helpful customer experience. From personalized shopping video calls to livestreams on social media, the phygital trend is excellent for showcasing new products, discussing their benefits, and receiving feedback from consumers.
Another industry utilizing this trend is real estate. According to the National Association of Realtors, over 50% of people first find the home they end up purchasing on the internet. Real estate brokerage firms should have their websites optimized for immediate customer service with live chatting and video call features. Video calls can also be used to digitally tour properties in real time with buyers’ agents.
How Pel Hughes Can Help Improve the Customer Experience
Our team at Pel Hughes can help your business or organization thrive by merging high-quality print messaging with curated digital experiences. We offer cross media marketing, personalized printing, QR codes and PURLs, campaign automation, and so much more. Request a quote online or call us at (504) 486-8646 to learn more.
