In the ever-evolving landscape of modern business, companies like IKEA and Lenskart have realized that their customer journeys are optimally ‘Phygital’. Coined about a decade ago, this fusion of physical and digital realms is gaining momentum and proving its relevance across industries. By integrating digital functionalities into physical experiences, ‘Phygital’ aims to create a seamless and enriched customer journey, enhancing ease, convenience, and autonomy. It has become the status quo in our day-to-day lives, and now it’s time for businesses to harness its potential.

An example of the the ‘Phygital’ transformation is homeware giant IKEA, which recognized the power of augmented reality (AR) and virtual reality (VR) in elevating the in-store customer experience. Meanwhile, apparel retailer Uniqlo encourages customers to pay online during in-store shopping, providing exclusive personalized coupons. Real estate companies are enabling customers to experience unbuilt high-rise buildings, while movie premieres and cinemas see people donning digital avatars of fictional characters. Even traditional banking has taken a ‘Phygital’ leap, offering digital banking services at branches and self-checkout kiosks. It’s a world where the boundaries between physical and digital blur seamlessly, just like opening a soda can nonchalantly!

‘Phygital’ is not just a buzzword; it presents a solution to many business challenges. It addresses unmet customer needs, facilitates product and service dispersal across platforms, increases satisfaction rates, safeguards privacy, generates revenue, and opens doors to new markets. Business must analyse every customer touch point and assess if it offers the best value using both human interactions and digitalization. By embracing the ‘Phygital’ approach, businesses can unlock a multitude of benefits.

Research indicates that 86% of customers are willing to pay more for superior experiences. By aligning physical and digital touchpoints, businesses can strengthen customer relationships, boost brand value, increase customer lifetime value, foster loyalty, and reduce customer acquisition costs. The key lies in acquiring accurate data on customer preferences and leveraging it to deliver personalized experiences that resonate. In this era where ‘Phygital’ has become the norm across industries, it’s time for businesses to adapt.

The ‘Phygital’ revolution is here, transforming the way we engage with customers and unlocking new avenues of growth. Whether you operate in retail, hospitality, real estate, entertainment, or any other industry, embracing ‘Phygital’ is no longer a question—it’s a necessity. By seamlessly integrating physical and digital elements, you can captivate customers, outshine competitors, and thrive in the digital age.

So, is your business Phygital enough?

For media enquiries, please contact:
Marie Teo
Manager, Group Marketing Communications
Spire Research and Consulting
Phone: (65) 6838 5355
E-mail: marie.teo@spireresearch.com