Phygital - Magical Marketing Word of the Moment

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
Contact:  jdwoods@envisiondr.com

Envision Professional – eCommerce Logistics Consulting