Phygital is the latest buzzword that everyone should be familiar with. But what is phygital and how is it actually used?
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Phygital is the latest buzzword that everyone should be familiar with. But what is phygital and how is it actually used?
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Let's start from the beginning. Phygital is a blend of the words digital and physical, meaning both digital and tangible.
Phygital is a description of the user experience with a brand that exists in both the physical and digital world. Being phygital, for example, means offering the option to purchase items online and then pick them up in person. Have you ever visited an online store that seemed to have everything you need, with a premium in-store experience, only to find out you had to pick up your items from a warehouse with the store's logo printed on an A4 sheet of paper? That's an example of a store that hasn't fully embraced the phygital brand experience.
Phygital is a blend of the physical and digital world. It's a philosophy and strategy that doesn't distinguish between a website providing information or a salesperson you can talk to. Phygital focuses on transforming the overall user experience through the physical world in line with their expectations. It reduces confusion and uncertainty by eliminating any disconnect between the digital and tangible experiences.
The point is, in our rush to embrace the digital world that many had to dive into in 2020, we sometimes forget that we can't offer one experience online and another in reality. The danger with the digital world is forgetting the tangible. The digital world should SOLVE problems, not create work and stress, or disconnect from your brand's experience.
For example, many websites use chatbots, but are they solving problems or creating them? Has the chatbot become an obstacle to overcome to get to the solution or even a search engine?
The role of phygital thinking is to recognize that there is no difference between what the user wants when they come to a website and when they come to you.
It is simple to solve problems with a phygital focus. First, you need to ask yourself three questions:
The answers to these questions should lead you forward and make you think about what actions you can take to reduce the gap between the electronic and the tangible. Phygital is not a methodology that will reshape the world, but these are ideas that we need to keep in mind to create the best possible service to improve the user experience.
