In Mexico, during 2022 the e-Commerce Retail market grew by 23%.
In 2020, more than 80% of consumers around the world shopped online.
The leading regions in 2020 in e-commerce were South America and Asia.
With the arrival of new protagonists in marketing and retail, new concepts have emerged that are being used in the strategies of many brands in the world of consumption. Given this, FINDASENSE experts assure that, currently, in order to offer the user a more complete purchase process and in accordance with their habits, brands will have to get on the phygital bandwagon and direct their strategies towards this objective.
Phygital can be defined as a marketing concept that refers to the combination of physical shopping experiences with digital ones, offering an innovative and complete alternative that reduces the gap between both worlds.
In this sense, it is known as phygital marketing. Its objective is to promote omnichannel, to meet the needs of consumers who want to know the details of the product immediately while they interact with it.
To this definition is added data from the Mexican Association of Online Sales (AMVO), which reveals how consumers in Mexico significantly combine interactions in the physical and digital channels and during 2022 the market value of e-Commerce Retail reached 528 billion pesos with a growth of 23 percent.
Phygital with current consumption
In this sense, experts from FINDASENSE, an agency specializing in customer experience, indicate that brands will have to apply this strategy to attract their consumers, since it is a marketing trend that seeks to rescue the best of both worlds, such as immediacy. , speed and immersion of the digital world and the proximity of the physical world.
“Today is the phygital. It is a word game that combines the physical world with the digital world in English. To apply it, it is essential to understand that the consumer finds himself and coexists in both worlds at the same time, all the time. Therefore, the lines of our thinking must be dissolved to make way for the construction of a unified brand experience”, explains Esteban Pineda, Regional Company Lead of FINDASENSE Northam in a text on the subject.
They also explain that this trend is about giving each world what it lacks and with that, in order to achieve it, it is important that technology be introduced into the physical space that allows immediacy and immersion.
The specialists mentioned current clear examples that are the fast food brand McDonald’s, which integrated order screens in its branches, in which consumers can select what they want and redeem discounts that come to their mobile.
With this new form, the service at the premises is greatly streamlined and gives the customer greater peace of mind when ordering, since they can take their time and look at all the options.
As well, another example of a good Phygital application is Amazon Go, which has more than 25 food stores in the United States, in which customers simply enter the establishment by scanning their mobile, take the food they want and leave. .
With this and with the transformation that new consumer technology has brought with it, companies are already applying functional strategies that generate success in today’s market.
In summary, implementing phygital marketing strategies is one of the best ways to give the customer what they are looking for and at a business level it offers multiple benefits such as a greater return on investment in both channels and a greater attraction of consumers.
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