We live in a world in which physical and digital realities are increasingly connected. We are aware of our daily lives and our physical presence, yet we are increasingly present in the digital environment as well. The 'phygital' experience seeks to unite the two realities from a marketing perspective. Thus, according to the Association of Manufacturers and Distributors Aecoc, brands, companies and retailers are also working to generate consumer experiences that seamlessly integrate all environments.

Merging both environments

According to data from the IAB Spain 2020 annual eCommerce study, 72% of Internet users make purchases online. However, the key is to combine online and physical sales, as 52% of respondents consume in both spaces.

The increase in online shopping and changes in the way people move around and consume in physical stores pose the challenge of merging the physical and digital space. To do this, it is necessary to increase knowledge about customers and the way they make the purchase process. The goal is to improve their experience, to increase the number of visits and loyalty and, at the same time, increase the efficiency and sustainability of the business.

The best of each channel
Uniting the best of the online world with the physical world: this is the key to generate an omnichannel shopping experience. According to different studies, physical in-store interaction continues to be a very important and valued value for consumers, a person who attends to our needs and knows how to respond to them, will be one of the essential parts of the phygital experience. 

The phygital experience takes the best of the digital environment such as immediacy, immersion and speed; and from the physical environment it rescues the possibility of interacting with people, with the product, etc.

Concepts such as immediacy, immersion and interaction become key in the construction of this new physical space that must respond to the needs of today's consumer. And this is materialized in elements such as digital signage, a tool or advertising claim that is used offline but integrating digital solutions. For example, in the form of interactive billboards, or elements that invite interaction with unexpected results.

Other state-of-the-art elements included in the phygital experience are:

• Beacons: devices that work through the Bluetooth signal. They locate the consumer in the case of carrying a beacon tracker on his phone and so he can receive information of all kinds on his device from the store he’s in.
• Touch screens: In-store displays that help in the interaction with the buyer. They present information with different characteristics from those of the physical product.
• RFID:  This technology replaces bar codes in stores. It is a label that stores all kinds of product information, either about manufacturing or traceability from the place of origin to the point of sale. It is a technology that works through radio frequency and is very useful when it comes to sharing information. 
• Smart fitting rooms: Thanks to the RFID tags on the garments, the fitting room mirror is able to recognize the object. Through a touch interface, the user can operate the mirror and interact with it to display more information about the product or even other pieces that match it.
• Light ID: Technology that uses light as a communication channel to transmit alerts directly to mobile devices.
• Virtual reality: to visit spaces where we are not physically present, but from the physical store. It allows to transport the buyer to new spaces creating a truly differential experience.

The result of all this seeks to generate unique customer experiences, much closer, more efficient and satisfactory.