What is Phygital Marketing?

Phygital marketing refers to the integration of physical and digital experiences to provide consumers with seamless interactions across online and offline channels. This approach is especially prominent in retail, where brands use technology to enrich the in-store experience, offering features like app-based product scanning and virtual try-ons.

Why it’s Useful for Businesses
Phygital marketing enables brands to deliver cohesive experiences, meeting customers where they are and enhancing engagement. Nike, for example, allows customers to access product details and purchase options through their app while in-store, creating a seamless shopping experience that blends digital convenience with physical engagement.

How it Benefits Businesses
Phygital experiences increase customer satisfaction by simplifying interactions and making the buying process more enjoyable. This approach also generates valuable data on consumer preferences, which can be used to personalise marketing and improve customer service. For brands, phygital marketing is an effective way to bridge the gap between digital and in-person engagement, enhancing brand loyalty and satisfaction.

Sources and Further Reading: Nike’s Phygital Experiences, Retail Dive on Phygital Trends