Digital retail is booming. A recent study revealed that ecommerce sales set a whopping record of 3.3billion in 2016. However, it does not imply that brick-and-motor stores are crumbling! In fact, both the concepts deeply influence each other. Deloitte stated in particular, that Digital devices influence 56% of US store sales with mobile devices influencing almost 37%. Herein, lies the power of phygital commerce.
Brands are delighting customers with Phygital experience through merging apps, websites, a digital point of sale, interactive displays, ecommerce, sensors, digital and mobile content immersed in the store ambiance. They are combining digital technologies in innovative ways along with omni channel experience. Personalization and modification of sales channel bring customers closer to brands.
A large percentage of customers interact with a digital screen regularly. Therefore, it is very important for brands to stay relevant to them. Phygital commerce marketplace gives the store-in-store experience with a personalized touch. A recent survey by ICSC reported that 83% shoppers plan for additional purchases in the store while picking up their order!
Retailers are working hard to implement this BOPUS (buy online, pickup in store) concept by increasing the staff members and fulfillment centers.
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Target, one of the largest departmental store in US increased their workers to a whopping 7500 to meet the demands of the holiday season.
CocaCola launched its phygital initiative called Coke Freestyle Machine that has an interactive screen where a user can create their own drink mix from different flavors dispensed by the machine. Coca-Cola can then create new products from popular mixtures.
McDonald’s, on the other hand, created an interactive outdoor campaign to create the phygital experience, where users could play games through a mobile phone to win special treats and prizes!
Retailers enjoy unbeatable advantage through this cost-effective method of e-commerce. They can seamlessly manage digital content by deploying gesture, touch and RFID capabilities with interactive screens to give that out-of-box experience in store. Retailers can optimize all in-store information easily with minimal changes in the existing framework. In-store floor assistance from staff further enhances the shopping experience.
This transformation is enticing a new generation of shoppers and ideal for those businesses experiencing smaller customer footfall. Retailers are trading limited brick and motor shelf space for digital ‘infinte shelf’. Customers value this innovative phygital commerce and its sophisticated services as it suits their lifestyle perfectly. The phygital retail concept enhances consumer convenience with an element of entertainment that increases the emotional element of an in-store shopping experience.
Make your business a part of the transformation. Get smart tips. Download your free copy on Phygital Commerce to know more.