Phygital retail

Definition

Phygital is the term coined to describe the emerging approach to retail that’s geared to meeting or surpassing customers’ expectations in terms of practicality and emotion.

A blend of physical and digital, phygital retail is taking the best elements of ecommerce and combining them with the unique aspects of browsing or shopping in a real-world brick-and-mortar store. For instance, many major retailers now use their physical storefronts to provide customers with an immersive brand experience. If they enjoy the experience they can then order products online. Likewise services such as click and collect or buy online collect in store is a perfect example of phygital retail. The convenience of online shopping merges with the instant gratification of buying in store rather than having to wait days for shipping.

Related terms: Customer experience .