The Phygital Revolution Is Already Here
Let’s be real; consumers are already living phygitally. A whopping 73% of shoppers use multiple channels before making a purchase, according to Harvard Business Review. That might mean browsing online, checking reviews on mobile, and completing the purchase in-store, or vice versa.
Brands that understand this behavior are thriving. Those that don’t? Well, they’re playing catch-up. What do Amazon Go stores, Sephora’s virtual try-on, and Nike’s AR shoe sizing app all have in common? They’ve nailed their phygital strategy—and they’re reaping the rewards.
In today’s experience-driven market, blending physical and digital touchpoints isn’t just smart, it’s essential. A solid phygital strategy helps businesses create seamless customer journeys that meet people exactly where they are—both online and offline. If your brand isn’t thinking this way yet, you could already be falling behind.
Why Developing A Phygital Strategy Gives You a Competitive Edge
1. Enhanced Customer Experience
At its core, a phygital customer experience puts the customer first. When someone can pick up a product in-store, scan it for more info, and get tailored digital offers in real time—that’s magic.
Even in service-based businesses, phygital tools like check-in kiosks, mobile scheduling apps, or real-time feedback tools can make a world of difference. Phygital experiences lead to higher customer satisfaction and increased repeat visits.
2. Increased Engagement and Brand Loyalty
Customers who feel seen, heard, and served across multiple touchpoints are far more likely to stick around. Phygital marketing enables brands to personalize every interaction, from sending real-time promotions based on in-store behavior to following up with digital offers post-visit.
Nike, for example, has taken this to the next level. With their Nike Fit app, users can scan their feet using their phones to find the perfect shoe size. That’s not just digital—it’s smart, personalized, and hyper-relevant.
3. Fewer Returns, More Conversions
In fashion and beauty, virtual try-ons reduce uncertainty, leading to fewer returns and higher conversion rates. Sephora’s “Virtual Artist” is a prime example. It lets users test products using augmented reality before purchasing, driving up both confidence and sales.
4. Data That Drives Better Business Decisions
Every digital touchpoint in a phygital setup is a chance to collect data—on preferences, behavior, and intent. And when that’s combined with in-store insights, you get a 360° view of your customer. Phygital strategies help brands refine products, personalize messaging, and forecast demand with much more accuracy.
Real-World Examples of Phygital Success
Nike's AR App: Nike introduced an AR feature in its app that allows customers to scan their feet to determine the perfect shoe size, enhancing the online shopping experience and reducing return rates.
Sephora's Virtual Artist: Sephora's app enables users to virtually try on makeup products using AR, bridging the gap between online browsing and in-store purchasing.
So, How Do You “Go Phygital”?
If you’re ready to build a true omnichannel experience, here’s where to start:
1. Understand Your Customer Journey
Map out all the ways people interact with your brand—online and offline. Identify friction points. Where can digital add value in-store? Where can physical interactions boost digital loyalty?
2. Adopt the Right Tech
Whether it’s AR fitting rooms, mobile POS, or beacon technology, pick tools that enhance—not overwhelm—your customer journey.
3. Unify Your Data
Use a customer data platform (CDP) to consolidate information from every channel. This enables personalization and smarter decisions across the board.
4. Train Your Team
No tech works without people. Ensure your staff understands how to deliver seamless phygital experiences and support customers across channels.
Phygital Is the Future; Are You Ready?
In a world where convenience meets personalization, going phygital isn’t a luxury anymore—it’s your next growth move.
If you’re not investing in this space, you're not just falling behind competitors—you’re falling behind your customers. And in today’s market, they’re the ones calling the shots.