Customers expect instant service, seamless interactions, and memorable experiences that blend convenience with personalization. This is where phygital marketing comes in. A powerful strategy that merges physical and digital touchpoints to deliver an immersive, omnichannel experience.
Whether it’s live video shopping, QR codes in physical stores, or a mobile app that connects online and offline worlds, phygital retail is changing how businesses build customer relationships. Businesses no longer need to choose between online or offline. They have to offer both, harmoniously.
What does phygital mean?
Phygital = physical + digital
At its core, phygital marketing is all about removing the friction between the online and offline world. It creates a convenient shopping experience by combining in-store experiences with digital technology, helping customers move through their customer journey smoothly and intuitively.
For example, scanning a QR code in a brick-and-mortar store to see product reviews or using live video to consult a specialist before purchasing online, addresses real pain points faced by today’s consumers. Such experiences are now a core part of any future-focused marketing strategy because they provide measurable value.
Why phygital experiences matter?
Today’s shoppers expect brands to know their preferences and offer:
- Personalized experiences across all touchpoints
- Frictionless transitions between channels
- Helpful, human-like digital interactions
- Convenience without sacrificing quality
65%
of shoppers now prefer phygital shopping experiences over traditional methods
5-15%
lift in revenue and 10-30% increase in revenue – potential impact of personalization marketing
By integrating digital tools like live chat, video calls, and mobile apps into physical store environments, businesses can:
- Boost customer engagement
- Improve conversion rates
- Strengthen customer relationships
- Offer meaningful customer interactions
And most importantly? You meet customers where they are – both physically and digitally.
Let’s look at how brands around the world are using phygital tools to improve the way they connect with customers.
11 real-world phygital marketing examples
Every day you may encounter many phygital experiences without even knowing it. Here are some of our favorite campaigns:
1. Nike’s data-driven retail store
Nike’s LA pop-up store adapts to customer preferences by analyzing customer data from online purchases. The store restocks popular items based on demand, and shoppers can book testing sessions or returns through the Nike mobile app. NikePlus members can even win rewards at a digital vending machine.
Takeaway: Turn online data into better in-store experiences.
2. Amazon’s just walk out technology
In Amazon GO stores, customers simply walk in, take what they need, and walk out. Sensors and cameras detect items picked or returned, billing the shopper automatically through their Amazon app. Amazon simplifies checkout by skipping the usual point-of-sale process, making shopping faster and easier for customers.
Takeaway: Simplify transactions for a frictionless, futuristic experience.
3. Warby Parker’s virtual try-on & physical showrooms
Warby Parker started online but added retail stores to meet the demand for face-to-face interactions. Customers can use their mobile app to virtually try on glasses before visiting a store for fittings and purchases.
Takeaway: Merge convenience and human connection.
4. Sephora’s ColorIQ and virtual artist
Sephora enhances both physical and digital beauty shopping. In-store, ColorIQ devices scan skin tones to find matching products. Online, Virtual Artist allows users to test makeup via live video or photos.
Takeaway: Deliver tailored, tech-driven beauty experiences.
5. IKEA’s Place augmented reality
With IKEA Place, customers can scan their rooms and use augmented reality (AR) to visualize furniture in real-time, creating a seamless digital-physical design experience.
Takeaway: Use AR to create a visually rich, convenient personal shopping experience.
6. Marks and Spencer’s virtual fitting rooms
Marks and Spencer shoppers can try on clothes virtually using screens or mobile apps. These phygital tools help shoppers save time, skip the fitting room line, and leave happier.
Takeaway: Let shoppers preview products digitally before buying physically.
7. Happy Moon
At Happy Moon restaurant, scanning a QR code reveals 3D images of food items in real size. Such kind of interactive dining fits today’s digital habits while keeping the fun of eating out. Additionally, immersive touchpoints elevate the overall brand experience, leaving customers with a stronger emotional connection to your business.
Takeaway: Digital menus can be deliciously immersive.
8. FIFA’s stadium AR experience
At the FIFA 2022 World Cup in Qatar, fans using the FIFA+ app could watch live stats, player heatmaps, and replays through AR, right from their seats in the stadium.
Takeaway: Enhance live events with interactive mobile experiences.
9. Dyson CleanTrace AR tool
Dyson CleanTraceâ„¢ shows users in real time where they’ve vacuumed. It uses AR overlays via mobile phones to highlight cleaned vs. missed spots.
Takeaway: Help customers improve product usage through phygital tech.
10. Disney’s 3D virtual park
Without VR goggles, fans can explore a Disney theme park in 3D online. This builds hype, entertains fans, and offers a long-term phygital strategy for brand engagement.
Takeaway: Bring your in-person experiences online so customers can stay engaged even after they leave.
11. London marathon’s hybrid experience
The London Marathon blends physical participation with digital engagement by offering real-time tracking, virtual cheering zones, and augmented reality race bibs through its official app. Whether running in person or remotely, participants stay connected to the event and each other.
Takeaway: Use technology to enhance shared physical experiences and foster deeper emotional engagement.
These examples show what’s possible. But how can your business start building a phygital strategy of its own?
Building a phygital strategy: Tips for retailers
Whether you’re in fashion, furniture, food, or online car sales, here’s how to craft a strong phygital strategy:
1. Map the entire customer journey
Understand your customers’ online and offline behaviors. Where do they research, purchase, return, and interact?
2. Solve real pain points
What frustrates your shoppers? Is it long checkout lines? Limited in-store stock? Lack of personalization? Use customer data to address them with phygital tools.
3. Start small, think long term
You don’t need a full-blown metaverse store on day one. Begin with QR codes, live chat, or AR try-ons. Scale based on feedback and customer preferences.
4. Personalize, personalize, personalize
Use AI and customer service insights to tailor offers, products, and support across every channel. AI tools can make product suggestions feel more personal by using what people have browsed or bought before. Make customers feel seen, understood, and valued.
5. Use customer feedback
Use customer feedback to fine-tune your approach. Regularly gather insights from both online reviews and in-store interactions. This shows you what’s missing and helps improve your phygital approach using real customer feedback.
6. Unify your tech stack
Ensure your platforms share data across systems. Your mobile app, website, physical store, and CRM should function as one ecosystem.
7. Keep it human
Technology should enhance human interaction, not replace it. Combine live video with empathetic support agents to build trust.
Great phygital experiences keep customers coming back by delivering more than they expect, every time.
With a roadmap in place, let’s take a closer look at what the future holds for brands embracing the phygital model.
The future of phygital retail
From live shopping streams to immersive experience zones, brands that embrace this model unlock:
- Higher conversion rates
- Stronger customer engagement
- Deeper customer relationships
- Better ROI and long-term customer loyalty
With technologies like AI, AR, and blockchain shaping what’s next, the retail world is headed toward a more connected, intuitive future.
If you are ready to connect your online presence with your in-store experience, phygital marketing could be the perfect next step for your brand.
Start small, listen to your customers, and innovate where it matters most.
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