Phy-Gital Experiences: A Convergence Between Digital & Physical Worlds For The Hyper-Connected Consumer

Retailers who are seamlessly using Phy-gital technologies to create a balance of physical and digital touchpoints, and who are providing standardized services are expected to survive and thrive.

- Devchandan Mallick

Phy-gital describes the amalgamation of digital experiences with physical ones. As the channels of customer interaction and communication proliferate, companies aim to make combining these channels frictionless and seamless, enabling a customer to make a phone call, then communicate in a social media platform, then send an email, without the company losing the thread of the communication or a sense of the customer issues associated with the customer account record.

The Importance of ‘Phygital Experience’ in the Modern Retail Industry 

“Consumers today in India seamlessly move between physical and digital world. Over the period time, we have seen a tremendous growth in online sales but despite that offline stores have remained very relevant and important in retailing. The consumer’s shopping journey has changed totally; they may see a product online and may purchase it offline or vice versa. They look for the comfort of purchasing online with the element of human interaction. Similarly, in physical stores, they wants technology that guides them seamlessly in the store while shopping,” says Devchandan Mallick, Research Analyst at Euromonitor International.