Phygital: A Way for FMCG Brands to Step Closer to the Consumer

WITH MANY CONSUMERS STILL WORKING FROM HOME, A LOT OF TIME IS SPENT ON SOCIAL MEDIA PLATFORMS THUS ALLOWING THEM TO TAKE PART IN DIFFERENT ONLINE CHALLENGES AS WELL. THIS IS THE PERFECT TIME FOR BRANDS TO THINK OF CREATIVE WAYS TO GRAB CONSUMER EYEBALLS…

- Rohit Mohan Pugalia

We are living in a world where everything these days needs to be online because that is exactly what we have become. With one click of a button we want everything to be delivered to our homes right from groceries to clothes to simple things like medicines. The current pandemic is a perfect opportunity for businesses to step into a new horizon – that of going digital. There is a growing demand of being digitally available for your consumers. The consumer consumption pattern has seen a drastic shift due to the pandemic; there are products that have skyrocketing demand such as healthy and immunity-boosting foods. Despite everything coming to normal there is still a lot left for the retail and FMCG to achieve in order to come back to the pre-COVID sales.

The previous few months have taught businesses to work in a crisis situation, it has made retailers realise that to reach consumers they need to have a hybrid business model – with both physical and digital presence. The pandemic changed the thinking of brands and also led to them re-shaping their marketing strategies. There was no book that the brands could refer to in order to run their business smoothly because nowhere in those books was there a mention of a pandemic. Brands that had a digital presence performed comparatively well as compared to the others.