2023 Trend: ''Phygital" Experience

The pandemic speed up the digitalization process, when physical distancing and quarantine policy were implemented, businesses had to quickly adapt and shift to the digital world. However, as restrictions are being lifted, people are going back to the physical world. Now, there is a phenomenon called 'Phygital' experience where the barrier between the physical and the digital world has blurred.

How to implement 'Phygital' experience in a business?

"Phygital" experience comes from any online-to-offline (O2O) strategies. Some examples of the implementation of Phygital experience:

• Click-and-Collect
• Self-checkout

One example of a complete Phygital Experience flow:

A business would like to increase sales in their newest branch.

After the customer carried out the online experience from ordering and making the purchase. The customer then easily shifted to the offline experience when getting the coffee.

What's the benefit of 'Phygital' experience?

The Three I's of Phygital experience: immediacy, immersion, and interaction

It gives immediacy as it allows to take place at the exact moment, for instance, customers can purchase immediately. This is the benefit that comes from the digital aspect, as customers can embark on the customer journey from any channel available. The second benefit that digital brings is immersion because it ensures consumers are completely involved throughout the buying experience. Then the interaction comes from the physical aspect when human-to-human interaction creates an emotional part of the purchasing process which can strengthen the relationship between the brand and the customers.

Tips in creating a powerful 'phygital' experience:

1. Map out the 'Phygital' experience: The customer journey should be mapped out from the end to finish to ensure that there is no gaps at all in between. The shift from online to offline should not be interrupted.
2. Leverage insights: Businesses should ensure that they use the right digital channels based on their market and this can only be achieved through a thorough market research.
3. Broaden the experience: 'Phygital' experience should always be updated. There is always a room for improvement that makes the overall experience even better.