And the user experience has become increasingly complex and tracing the so-called “customer journey” is no longer enough. New consumers make omnichannel purchases and do not follow a linear purchase journey. To gain their attention and loyalty, brands have to go beyond a purchase and seek a positive connection with the customer.
Despite the fact that ecommerce figures are increasing, the point of sale continues to be decisive for consumers. This becomes a real challenge for commerce: reduce the space between offline and online and make the purchase much faster, closer, totally personalized and fluid.
The answer is the concept “Phygital experience” used above all in the world of business and commerce. “Phygital” refers to what mixes the physical with the digital and the phygital experience, it translates into a fusion between the online and offline environment, blurring the line between the two. What years ago sounded like science fiction is now a reality that accompanies us daily.
The union of technology, business and user needs to create positive connections with brands will be the key for them not only to survive the evolution of the market, but also to prosper. Based on this, more and more effort is being made to unite the best of ecommerce with the most positive of the point of sale through the Phygital Experience.
“Companies that have included digitization and omnichannel in their business objectives, improve the relationship with customers or increase their loyalty, sell more and sell better, require specialized companies, consultants that help them create products, strategies and communication systems. specific designs that can respond to those needs”, says Nicolás Maslo, Director of Minsait Xtudio, the firm behind the spectacular WOW Concept commercial project in Madrid.
There is a certain parallelism with the digitization of companies, a process that will have more and more presence and will be an advantage for early adopters. From the registration of a QR code that will allow you to see all the versions of a garment, to Alibaba’s virtual fitting room, which does exactly what its name indicates by putting a photo of the customer in an avatar through a large screen at the point for sale, allows him to ‘try on’ different clothes – and even suitable hairstyles –. All without the hassle of having to change half a dozen times.
Perhaps the most ambitious case of this modality is the concept is WOW Concept, an innovative megastore, where its rooms house new, relevant and trendy items, presented under a powerful design concept, as well as spaces where customers can try and interact with a wide variety of products like never before.
Dimas Gimeno, who heads the project, former president of El Corte Inglés, affirms that it is the first large-format retail concept (5,500 m2 on 8 floors), which inside combines both physical and online sales, through its marketplace, an amazing space for its decoration and the options to interact virtually; It is a clear commitment to revolutionize the customer experience.
Xperiencias consultants, such as Minsait Xtudio, not only help organizations to solve problems, but also to jointly outline and define long-term products and strategies, designing experiences that combine the technological with the human, in an innovative, attractive way. , positive, creating unforgettable experiences that make consumers not only want to buy a product, but also want to fall in love with the brand.
New technologies have brought us, among many other things, a good number of concepts that did not exist before and that, increasingly, are beginning to form part of our daily lives. This is having an impact on the way brands relate to their customers, who are now looking for a more complete experience; a totally renewed way of consuming.