Phygital - Magical Marketing Word of the Moment
Phygital is about blending the physical and the digital into the phygital.
For more than a decade, we have watched buyers – indeed everyone, migrate from physical-first experiences toward digital-first experiences: from the mall to the eCommerce site, from the multiplex to Netflix and the couch.
Our reality; however, is that we are social beings, and we need physical places to go, physical experiences to share. To remain healthy we need to consume larger-than-screen experiences with friends and family.
Phygital describes a reverse migration from our current digital-first approach back toward physical experiences – digitally defined and enhanced physical experiences.
Think about your online profile preferences following you into a store, the “digital you” there by your side.
Think about that store lavishing you with layers of customized interactions (earn your favorite candy by solving puzzles/your reactions to an immersive adventure inform the favor profile of your perfect bottle of wine) all culminating on a roof garden where you can eat the fruit and candy from your custom basket and sip your perfect glass under a real moonrise.
The best marketing, right now, is about storytelling. As things get more phygital, it will be about story giving.
Instead of describing value-charged moments to get your buyer’s attention, it will be about co-creating customized and value-charged moments that tie your customer to your brand with an emotional strength we can now only imagine.
Phygital is story-giving.
Are you and your brand preparing to test the phygital waters? Need phygital design?
John David “JD” Woods
VP, Digital and Business Strategy
Envision Professional – eCommerce Logistics Consulting