Creating the Phygital Footprint: Rahul Khanna
Integrating the phygital approach is the best way to increase sales, build trust as well as create the best possible experience for your consumers writes Rahul Khanna, Barcode Entertainment.
Let’s start by defining the word Phygital? What does this word which has seemed to gain popularity amongst advertisers’ really mean?
A funny-sounding buzzword, yes – and a concept that becomes more relevant every day. It is about smoothly integrating marketing efforts across the physical and virtual spaces.
Try and think of any time you stepped outdoors, it could be a visit to a restaurant, a stroll in the park or even your wait at the metro station. Something which becomes almost impossible to miss is noticing how people are constantly glued to their mobile devices. Even though a person is physically present in a certain retail environment, a part of them still seems to be preoccupied with the digital world. In this particular space there is complete disparity between the physical and online world. This is where a ‘Phygital’ environment comes into play; creating a link between the offline and online space.
Words play a major factor in how we relate to anything: people, places or things. And while having beautiful bells and whistles through graphics and technology are part of phygital experiences, content is equally as essential to create a provocative, engaging campaign.
Today, we understand that our consumers are Tech Savvy in nature and thus we at Barcode focus on integrating our creative strategies with technology to provide our customers with a memorable, unforgettable seamless brand experience.
49% of the Indian shoppers still prefer shopping in physical stores . This data goes to show that retail brands have a lot to gain by offering a phygital experience.
FootPrint to create a Phygital Experience:
1- Focus on the 3 parts of ‘Phygital’ - immediacy, immersion, and communication. Immediacy and immersion come from the digital space while communication/interaction comes from a physical world. A successful phygital marketing campaign would be a combination of all three aspects.
2- Focusing on ‘immediacy’ is crucial. Consumers want to immerse themselves in experiences which are seamless and hassle-free. Think about the ‘Amazon Go Store’ where consumers can simply scan a QR code to purchase an item, saving them the trouble of standing in long checkout lines. Similarly, at Barcode we cater to this immediacy with the help of reporting metrics and Hyperlocal insights. At Barcode these metrics are referred to as ‘Barcode PhyGits’ which basically enables our clients to keep track of their live campaign online, no matter where they are at that given point in time.
3- The best way to win over your customer base is by creating campaigns that directly impact the emotional state of the consumer. Campaigns that your consumer can easily relate/connect to. This is where Phygital marketing comes into play as it creates a platform which allows a marketeer to create meaningful, closer and more efficient human experiences.
4- Create an experience that people want to engage/communicate with. Consumers are looking for some sort of tactile play which makes their experience exciting while immersing themselves in that particular brand environment. At Barcode we cater to this need by using mapping tools to surprise our target audience with an unforgettable experience.
We at Barcode Entertainment strongly believe that today’s consumer is Phygital (they make purchases both online and offline) and thus we work towards helping marketers create a middle-ground our consumers are familiar with. Whether you’re a brick and mortar brand or an E-commerce retailer in today’s day and age in order to stay relevant a collision between the physical and digital world is vital.
Integrating this omni-channel-approach is the best way to increase sales, build trust as well as create the best possible experience for your consumers!
A primary benefit of doing business phygitally is that stores can better combine physical and digital customer data from their omni-channel marketing.
As brands learn more about their customers, they can provide even better and unique ways to engage with the customers. This development is great for businesses that are looking to identify customer pain points and map out more specific customer journeys.
Phygital information and access, give brands the opportunity to laser-focus in on when customers need what information. For example, better customer information leads to better suggestions for related products.
Ultimately, exploring many different ways and locations to better connect with customers expands the opportunities for brands to lead potential customers towards a purchase.
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