What is phygital?
The term phygital was created in 2013 to evoke the beginnings of changes in consumption caused by millennials. Indeed, each generation brings its share of novelties and the question of the customer experience evolves accordingly. Phygital takes its name from two marketing aspects. The physical or the human which is accompanied by digital aspects. Today, phygital is very popular with BtoC companies, especially for stores wishing to conquer the Czech Republic Email List millennials. So yes even if the origin of this concept is oriented towards BtoC aspects, the BtoB world must already think of phygital strategies. Indeed, Generation Y is now very present in the world of work. These have already revolutionized trade in companies or customers/sellers.
It is materialized by the digital growth experienced by companies. Indeed, consumption patterns have changed significantly. Two studies show that nearly ¾ of Internet users do a research before making an act of purchase. The FEVAD and Google agree on a number close to 74% of consumers make a web search before buying. Generation Z, which has been immersed in the digital age since childhood, is therefore making changes. This generation has a very strong need to combine human and digital aspects in order to trust and interact with a brand. We will therefore see more precisely what is phygital and how it brings new perspectives for the experience and the customer relationship?
Phygital in a nutshell This marketing concept was born in 2013
To explain the consumption patterns of Generation Z. The marketing theory around phygital can be explained in two points. The first is that which applies to their generational and sociological environment. Indeed, generation Z grew up in the digital age and very quickly mastered all its codes and aspects. They evolved in a world where digital was more and more present or even omnipresent. The emergence of social networks in 2007 contributed to these changes in consumption patterns. And just like Generation Y, Generation Z is very attentive to a brand’s reviews and reputation. The second is that of the social environment of their parents who were not born in a digitalized world.
Without digital, the human relationship was very strong and a simple television message could convert its audience into a buyer. Today, Generation Y who has evolved with digital tends to keep in touch with this human aspect. For generation Z, this aspect is essential, digitalization must not reduce the human aspect of customer relations. Two these two points, the term phygital has emerged. It highlights two important principles linked to changes in consumption patterns which are: The physical aspect via human contact and the interactions brought about by the customer relationship
The digital aspect which is the first means of interaction
Between a brand and generations Y and especially Z So by mixing physical and digital, we get the term phygital. This can be defined simply as a marketing concept aimed at superimposing human and digital. Not without the other, this concept implies a transformation of the customer experience by mixing human and digital. The tools of phygital Phygital today is mainly visible in the retails but like all transformations, it will happen in the BtoB world. Of course, it will not be for today, but BtoB marketers should be inspired by their BtoC colleague. These transformations will happen as soon as this generation is fully integrated into the world of work. The different tools of phygital are numerous today, as shown by the useradgents agency infographic below.
phygital and its tools by Force Plus The purpose of phygital is to strengthen the customer experience by minimizing waiting times by improving and streamlining the shopping experience. The tools are therefore both digital and human / physical Phygital and its tools The digital tools of phygital are very numerous and respond to different types of problems. These tools are: E-reservation which allows you to book online before going to test in store and those without obligation to purchase. It can be clothes, connected objects … Store locator to quickly locate a store . Macdonald is already using it through his app.