Aber jeder nur
einmal.
Phygital marketing is the newest buzzword in the marketing world, and for good reason. As the name suggests, phygital marketing is the combination of physical and digital marketing strategies, creating a unique hybrid of the two. This approach allows businesses to create seamless, integrated experiences for customers both online and offline.
What is PhyGital Marketing?
Phygital marketing is a strategy that combines physical and digital marketing tactics to create a unified, seamless customer experience. It leverages digital technologies to enhance offline experiences and vice versa.
For example, a company may use a QR code on their physical packaging that leads customers to a digital landing page. Alternatively, a business may use in-store technology to create personalized offers and recommendations for customers based on their online behavior.
Phygital marketing is all about creating a cohesive customer experience across all touchpoints, whether online or offline.
How Does PhyGital Marketing Work?
Phygital marketing works by leveraging a combination of digital and physical marketing strategies to create a seamless customer experience. Here are some common examples of phygital marketing in action:
● Augmented Reality (AR) and Virtual Reality (VR)
AR and VR technologies are often used in phygital marketing to create immersive experiences for customers. For example, a furniture retailer may use AR technology to allow customers to virtually place furniture in their homes before making a purchase.
● QR Codes
QR codes are a popular way to bridge the gap between physical and digital marketing. By scanning a QR code on a physical product, customers can be directed to a digital landing page with more information about the product or special offers.
● In-Store Digital Displays
Digital displays in stores can be used to showcase products and promotions, and also to collect customer data. For example, a store may use a digital display to offer personalized recommendations based on a customer's online browsing behavior.
● Mobile Apps
Mobile apps are another way to bridge the gap between physical and digital marketing. For example, a grocery store may offer a mobile app that allows customers to make shopping lists, receive personalized offers, and even order groceries for delivery.
● Social Media
Social media is a powerful tool for phygital marketing, as it allows businesses to connect with customers online and offline. For example, a restaurant may offer special discounts or promotions to customers who follow them on social media or share posts about their dining experience.
Why is PhyGital Marketing Important?
Phygital marketing is important because it allows businesses to create a seamless, integrated customer experience that bridges the gap between online and offline. By leveraging digital technologies to enhance offline experiences and vice versa, businesses can increase engagement, drive sales, and build brand loyalty.
In addition, phygital marketing allows businesses to collect valuable customer data and insights that can be used to improve future marketing campaigns and product offerings.
Five examples of businesses that have successfully implemented phygital marketing strategies:
● Sephora: The beauty retailer uses its Color IQ technology to match customers with the perfect foundation shade. Customers can visit a Sephora store and have their skin analyzed by the device, which then recommends the best foundation match for their skin tone. This experience is not only personalized but also encourages customers to make a purchase.
● Nike: The athletic wear company has developed its Nike Training Club app to provide personalized workouts for customers. The app tracks customers' progress and provides recommendations based on their fitness goals. In addition, Nike has created a range of pop-up stores that are designed to provide customers with a unique and immersive experience.
● Coca-Cola: The beverage company has used augmented reality (AR) to bring its iconic polar bear mascot to life. Customers can use their smartphones to interact with the virtual polar bear, who responds to their movements and even takes selfies with them. This not only creates an engaging experience for customers but also reinforces the Coca-Cola brand image.
● IKEA: The furniture retailer has developed an augmented reality app that allows customers to see how furniture would look in their home before making a purchase. The app uses AR to superimpose IKEA furniture onto real-life images of a customer's room. This allows customers to visualize how the furniture would look in their space and encourages them to make a purchase.
● Starbucks: The coffee chain has developed a mobile app that allows customers to order and pay for their drinks ahead of time. Customers can also earn rewards and access exclusive offers through the app. This not only provides convenience for customers but also encourages repeat purchases and brand loyalty.
Phygital marketing is an innovative and effective way for businesses to engage with customers and stand out in a crowded marketplace. By combining the best of both physical and digital marketing techniques, businesses can create immersive experiences that drive sales and build brand loyalty.
