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Home » Glossary » Phygital



What is phygital?

Phygital is a marketing term that refers to the blending of physical and digital experiences. The goal of phygital is to integrate digital functionalities into the physical customer experience and vice versa.

Phygital is also sometimes referred to as omnichannel customer experience. Companies can offer enhanced phygital experiences by incorporating both physical and digital features to lessen customer friction. 

Along with the emergence of social media platforms, phygital has become more prevalent.  Companies and innovators can provide seamless customer interactions by combining various communication channels. 

Phygital enables communication lines between brands and customers to keep going. With just a few clicks, customers can send private chat messages or emails, and also make calls as companies can continuously keep track of each interaction. 

What is phygital?

How phygital works in retail marketing

Phygital also plays a significant role in businesses’ marketing strategy today. An effective phygital strategy, allows them to configure their customer support strategies and optimize their digital offerings. 

Statistics show that 65% of US customers prefer to buy online if a business offers good customer service in physical stores. That said, phygital in retail helps businesses gain a higher customer satisfaction rate.   

For businesses, to come up with phygital strategies, it is important to consider each personal user experience. This means an in-depth understanding of each consumer’s perspective.  

Integration of phygital experience can contribute to business success. It helps them achieve a good customer experience both online and offline, in turn, boosting their sales. 

Examples of phygital experiences

Whether physical or digital, customers deserve an improved user experience in any service channel. Thus, a phygital strategy is a big factor in making it happen. 

In essence, phygital can result in greater financial returns. Here we have other examples of phygital: 

E-commerce and shopping

One great example of a phygital experience is the fusion of online and offline shopping. For instance, Amazon Go is committed to offering a phygital experience where customers can check out their shopping carts in an instant, while in physical stores. 

With seamless product purchasing, Amazon has managed to increase its sales and pave the way for a whole new shopping experience. 

Examples of phygital experiences


Kiosks are usually seen in banks, restaurants, and airports. Phygital experience through this digital technology makes it possible for users to efficiently accomplish their tasks right away. 

Wearable tech 

Wearable tech also offers a unique phygital experience. It provides more personalized features as wearable tech collects data and information from the users and analyzes their consumer behaviors. 

Website, portals, and mobile banking 

Nowadays, it can be a hassle for customers to pay out their bills in physical offices. Companies especially in the healthcare and insurance sectors can process digital payments through websites, portals, and mobile apps. 

A phygital experience also allows customers to self-service things for their personal needs. For example, in requesting a refill for a particular prescription. 

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