The Phydigital Experience and the Integration of the Online and Offline World

We have seen a common tendency in many areas of the digital marketing world where online and offline marketing are separated as two isolated terms. This means that each term carries a different audience, environment, and a distinct set of traits, so the strategies created for each type of marketing usually differ in many ways as well. While there is truth to this perspective, the latest digital innovations have proven that both types of marketing can actually work together and even become more effective when complementing each other.

There's no doubt about the fact that a big percentage of Internet users are making their purchases online. This doesn't mean, however, that people have lost interest in the notion behind the full experience of visiting a physical store. This is a condition that marketing experts and company CEOs are taking into consideration, and, with the help of technology, they have found a way to merge both types of marketing in one successful marketing strategy.

The PhyDigital Experience

With a clever combination of the words "physical" and "digital," the terms "phydigital" and "phygital" encapsulate an innovative concept that breaks the stereotypical lines that had been set between online and offline sales. It's a convenient alliance meant to get the best out of ecommerce and its traditional counterpart, offering an experience that's interactive, instant, and more satisfying for users.

The concept of phydigital implies trust on this union of digital and traditional marketing tools as the ideal formula to reach customers. Technology simplifies the buying process while actions like entering a physical store, trying a product first-hand, and clearing doubts with the salesclerk are maintained to enhance the overall experience. The actions associated with traditional shopping are essential to guarantee a pleasant time for the customer and earn their loyalty.

These are some of the reasons the phydigital experience has turned into such a popular topic in the business world. Renowned brands have started trying this concept with positive responses from customers. On the other side of this relationship, customers have experienced a new shopping process and left satisfied with the results.

Big Brands Joining the PhyDigital World

Zara, Nike, and Amazon are just some of the companies using this technology in their favor; they make their physical establishments part of a new shopping experience without neglecting factors like immersion, immediacy, and interaction, all of which are the ultimate goals of phydigital strategies.

Zara implemented augmented reality in some of its stores, while Nike entered the trend with smart-stores offering services via apps, instant shopping, and an AI supported system to optimize in-store tasks.

Amazon's approach got closer to the concept of ecommerce with the launch of Amazon Go, a convenience store chain where you can leave the establishment without paying. The company also released the AR View app, where clients can preview the products via augmented reality. All these innovations show the potential of phydigital techniques to revolutionize today's marketing.

Which Technologies Play a Role in the Phydigital Experience?

Among the most popular initiatives incorporated as tools to optimize this new strategy, we can mention the following:

• Automated Payment, QR Codes, Artificial Intelligence
  Big companies (like Amazon) are already changing the dynamics with new shopping experiences in their physical spaces. On top of human assistance, customers have the chance of visiting a shopping venue quickly and with no inconveniences, using only their smartphones. Amazon Go, the initiative we mentioned in the section above, represents smart shopping establishments destined to simplify the customer's usual shopping routine with the aid of technology. The store stands out for performing automatic payments through an app that allows buyers the use of a QR code to enter the store, take what they need, and walk out. The app works with a machine learning system that automatically serves as a shopping cart and cashier. This way, the customer wastes no time standing in line to pay for a product and the process can be completed via electronic payment.


• Augmented Reality (AR)
  Augmented reality is the single best example of the successful union between two seemingly different worlds. Physical stores associated with fashion, beauty, and homestyle are using AR to help customers have a preview of what a product would look like before making the purchase. The technology allows the superposition of virtual objects in real spaces. This makes it the ideal tool for the retail space. Similar tools can help brands reach demanding target audiences with an experience that nurtures their trust toward the products and the brands themselves.

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For online business, whether big, medium, or small, it's essential to know about these types of digital marketing innovations. This knowledge is the best opportunity to redirect your strategies according to the most popular trends, as well as to use the advantages of an online presence in your favor.

This is why WebFindYou All-In-One Digital Marketing Technology takes care of updating its News+Blog section with news about everything happening in the digital marketing world, along with content to help brands and online companies maximize the power of the Internet with all of technology's resources.

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