Phygital introduction
Phygital: Shopping Experience at the intersection of ‘Physical’ and ‘Digital’ realms
In the era where the line between the physical and digital worlds is blurred faster than ever, the eCommerce landscape is transforming experiences at the intersection of ‘Physical’ and ‘Digital’ realms. As brands navigate through the challenges of engaging, retaining, and acquiring customers, one emerging concept is remarkably grown up: the blending experiences of both worlds. With new-age smart devices and advanced technologies like Augmented Reality (AR), Virtual Reality (VR), digital twins, and Artificial Intelligence (AI) brands are transforming the in-store experience and eStore and accelerating customer decision journeys.
Welcome to ‘Phygital’ – A unique and immersive shopping experience!
Why Phygital matters?
With the growing interest in online shopping and digital touchpoints, the in-store physical experience must be shared with the digital in a customer journey as physical and digital realms are gaining momentum. Customers have the freedom to switch between any of these experience spaces, and this is the need of the hour; eCommerce businesses can stay competitive by adopting and embracing the phygital revolution.
With the growing demand for personalized experiences, brands have to work on the intersection of ‘physical’ and ‘digital’ where ‘touch-and-feel’ blends with ‘click-to-buy,’ or else, customers switch to another competitive brand in no time. Using customer data, behavioral analysis, and other insights, businesses can offer customized offerings, personalized recommendations, and tailored marketing campaigns too. It has the potential to address many real-time retail business challenges, including customer satisfaction, unmet customer needs, engagement, conversion rates, and generate more revenue
How brands can join the Phygital revolution?
Forrester‘s Customer Experience Index (CX Index™) reveals that customers prefer a mix of in-store experiences and enjoy exploring their choice of products or services online, which surges customer satisfaction significantly by 20%. The prediction is clear, ‘Phygital’ is the future that retail brands are going to welcome with open arms. By embracing the ‘Phygital’ approach, brands can unlock a multitude of opportunities in the future.
In order to join this revolutionary movement for the future of shopping, the choice of key technology is essential. Brands need to identify which eCommerce platform to adopt for providing the eCommerce functionality with the capability and technology to fulfill the requirements and make a flexible, scalable, and immersive future-ready application. Some platforms offer most of these; others, such as commercetools, a next-generation commerce solution for businesses of all sizes. commercetools brings unlimited flexibility and scalability based on the business’s level of maturity, target audience, and customer demands to deliver an outstanding customer experience. It enables retail brands to experiment with innovative features and engaging business models to retain new customers and earn higher revenue.
commercetools as Phygital enabler
commercetools brings the modern best-of-breed eCommerce platform technology of composable commerce as a phygital enabler for retail businesses. It gives the cloud-native, component-based, and tech-agnostic eCommerce platform that provides endless scalability, flexibility, and freedom to innovate. Built on a modern tech stack, this API-driven composable technology enables true multi-channel retail capabilities that deliver rich and immersive customer experience through the customer journey based on headless microservices architectures.
commercetools enable experiences effortlessly with a faster time to market and keep the costs minimal; that’s what a retailer needs to stay ahead of the curve. It enables robust product catalogs, pricing, promotions, and rich content for customers to enhance their experience at touchpoints and improve the conversion rate. Have a quick look over the differences commercetools create for eCommerce.
- Omnichannel-ready – Engage customers at any channel/multi-brand/region with built-in API orchestration
- Customer-first – Get customer preferred fast-loading and mobile responsive storefronts with PWAs (Progressive Web Application/s) powered with frontend-as-a-service (FEaaS)
- Agile innovation – API-driven composable architecture gives the freedom to drive innovation as market changes or as per customer demands
- Auto-Scalable – Get infinite scalability powered by Google Cloud and Netlify
- Personalized engagement – Create personalized recommendations, rich content, and offers using contentful CMS
- Online interactions aligned with in-store experience – Uses headless and API-first commerce for synchronize between online and in-store experience with on-the-go changes capability
commercetools facilitates customers to compare prices, check product availability (in availability in a particular pin code or area), read customer reviews, and buy online or pay online and collect it from the physical store for an in-person experience. Also, with Augmented reality (AR) and virtual reality (VR), shoppers can get the live experience of how the product will look from every angle and feel in real-life to shorten the shopping journey; the possibilities are endless with the phygital revolution.
Conclusion
In the retail eCommerce world, where the customer drives innovation and market trends, the phygital experience is here to stay with us. The revolution of phygital with a fine blend of experiences of two different worlds is not limited to technology; instead, it creates outstanding shopping experiences by leveraging customer data insights, brand loyalty, and personalization.
Time to embrace the phygital revolution to craft lasting experiences for your customers; are you ready to join? Get in touch with Krish, a preferred commercetools partner for exclusive consulting, rich UX/UI design, development & integration, managed support, platform migration, managed hosting, and growth support services. Schedule a 30-minute no-obligation consulting session with our commercetools experts and business analysts to see developing fast, flexible, and customer-centric commerce solutions in action.
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
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