The Phygital experience in Retail


Phygital is one of the current most used words in the Retail sector. It comes from the merging of the words “physical” and “digital”, and its meaning is just what the name suggests: a complete and disruptive fusion of the online and offline world in Retail.

If the concept of an omnichannel strategy is the future that everyone’s talking about, the phygital experience is the step forward, an omnichannel strategy 4.0. This new concept tries to offer a customer experience that incorporates the online world into the offline and vice versa, and that is memorable and modern. The results? Clients will be amazed, satisfied and, most of all, loyal.

Let’s discover in detail what exactly is a phygital experience in the Retail sector and why you should implement it to make your business grow.


Phygital experience: the main characteristics

This modern concept is based on three main elements, the “three Is”: immediacy, immersion, and interaction.

  • Immediacy: it refers to being present in every moment of the customer journey and on every possible channel, to easily be encountered.

  • Immersion: it refers to creating a completely immersive experience for the customer, whom has to feel like he’s part of the brand.

  • Interaction: making the customers interact with the brand and with the available services.

To be able to build your strategy is fundamental to know the behaviour of your customers. How do they encounter your brand? Which marketing campaigns work the best? Which areas of your store are the most popular, and why?

3 examples of phygital in retail

We have explored the theory of the concept of phygital in Retail, but now let's look in detail at three practical examples of three brands that have been able to make the most of this concept:

  • Amazon Go

Amazon Go is the supermarket chain of IT giant Jeff Bezos. With 20 supermarkets distributed in the United States (the service has not yet landed in Europe), Amazon Go proposes itself as a pioneer of a new shopping experience. The consumer, after scanning a QR code with his Amazon account, can enter the supermarket, buy what he needs and leave without having to deal with checkouts or endless queues. The total of purchases is directly deducted from the account linked to Amazon.

  • Rebecca Minkoff

Rebecca Minkoff is a fashion brand that has completely entrusted the in-store consumer experience to phygital. Thanks to the use of touch screens and advanced technology, customers can choose the clothes they want to try on, which will be taken directly to the dressing room by an assistant. When those are ready, the customer will be notified via WhatsApp. Once in the dressing room, the customer can request new sizes or new clothes to try on directly from the touch screen, without being forced to leave.

  • KFC (Kentucky Fried Chicken)

The American fast-food chain has implemented the use of digital screens in China. With the help of Artificial Intelligence, screens can recognize the consumer and propose advertisements and promotions suitable for him. Through the screens, then, the customer will be able to pay and collect their order.

Consumer behaviour: how do I analyse it?

To develop an optimal and profitable phygital strategy for your Retail chain, you need to keep a clear eye on the behaviour of your consumers. How can you analyse it? TC Group Solutions has the most advanced and reliable control dashboard and Retail Intelligence on the market: TC Analytics. Contact us now to receive more information or to request a free demo! And don't forget to follow us on LinkedIn to stay updated on all the news of the Retail sector.