個案資料

In the phygital realm, the customer experience can be enhanced using the best of the physical and digital worlds. Unfortunately, digital transformation projects are often limited to the incorporation of various digital devices at different stages of the purchase experience. As a result, many companies are failing to seize the opportunities presented by this new hybrid world. While the physical-realm experience stems from sensory interactions between individuals and a distinct form of the bricks-and-mortar environment, the digital customer experience tends to relate to the integration of technologies that help consumers control, customize, optimize, and monitor their actions. Although physical experiences generate emotions, and digital ones are mostly functional, the phygital realm engages consumers by being both emotional and functional. When the concept of phygital is recognized as a hybrid realm with both functional and emotional components, companies can break free of existing customer experience constraints. Phygital-world competition is about an enhanced customer experience, not showcasing digital bells and whistles. To ensure a successful digital transformation, companies need a consumer-centric strategy that utilizes technologies to combine valuable experiences from the physical and digital realms to create something new and superior that consumers appreciate and don’t reject because it doesn’t fit with customer needs or expectations.

• Marketing