'Phygital experience is going to change the retail landscape of the country'

Harshvardhan Chauhan, Head of Central Marketing and Phygital at DLF Shopping Malls shared his expertise with My Mobile on this new trend called Phygital which is taking on the retail spaces.

What’s next for technology in retail?

What will really disrupt the retail in the next decade will be the new retail in Phygital fashion, which means malls need to stay abreast of new development to offer seamless Phygital solutions to customers. Some of the features include providing navigation solutions, higher services on loyalty and superior apps which improve discoverability and offer personalized solutions. Those in the retail space would know how crucial role technology has played in allowing retailers to provide product and services with added value to their customers. Not only did they shape the way customers could behave and interact with brands, but retailers knew precisely every shopping detail on the consumer which could be modified to work in their favor.

How we can push experiential marketing and be savvy in our approach to engagement?

Our digital technology products vertical is working continuously towards churning out newer Phygital products towards consumers. Over the past few years, the ways in which brands have been able to communicate with wider audiences has been strengthened by a range of technological advancements.

For many, new tools have allowed businesses to establish feelings of emotional attachment between brand and consumer, unrivaled dwell time, and enviable levels of engagement and ROI. Experiential marketing is widely recognized as a key channel for sound brand positioning, driving brand recall, creating valuable customer loyalty and starting important conversations via social media.

How are you raising awareness and strengthening audience loyalty?