The rise of the phygital customer
The customer journey is now a hybrid one. The experience for the customer is now hybrid too. The way customers interact with brands and products has changed, but to what extent? For many companies, there simply isn’t enough bandwidth to figure out whether they should invest in a wholly physical or digital strategy. Perhaps it isn’t necessarily a choice between these, but more of a phygital strategy that is required.
So here’s the question: when it comes to building your brand and creating experiences for your customers, do you need to be thinking about how you can create an experience that combines the best of both worlds (the physical and the digital)?
The choice to identify how best to manage your physical and digital world is yours.
The choice to identify how best to manage your physical and digital world is yours personally as a consumer. Businesses may need to consider using a combination of solutions, using a single solution, or not managing it at all. The Pretectum CMDM offers the most comprehensive and integrated solution available today for supporting the physical while being firmly planted in the digital. Pretectum’s CMDM allows you or your business partner to combine digital assets with physical experiences, leading to one cohesive experience that ensures the integrity of critical information across both worlds.
How to address the new phygital customer
The first step in addressing this new customer is to use a hybrid solution. The choice of technology should be informed by data and the needs of the customer. When you make your decision, it’s important to take a holistic approach that includes not only your customers but also your employees and partners.
Some companies are already taking steps in this direction. For example, Apple has recently started selling its products through Best Buy stores as part of an effort to reach more customers who want to touch and feel their devices before making purchases. By bringing its products into physical stores, Apple is giving consumers more options when choosing what device works best for them—and giving itself another chance at closing sales where they might have otherwise fallen through the cracks.
The Phygital Customer is here!
A first step in addressing this phygital customer is to understand exactly who they are.
A phygital customer is someone who values the online experience as much as a physical one. They want to enjoy an experience at home, but also want to be able to shop around and explore new products before committing to make a purchase.
This means that you need to be able to offer your customers an immersive shopping experience when they’re browsing in-store or on your website, with the ability for them to easily browse through your catalog from anywhere with ease.
If you know your customers and already have their details, then using a CMDM to integrate the customer interaction with the data that you hold for them, will enable you to provide a more enhanced customer experience. This in turn will drive stronger brand loyalty
The Phygital customer is here! And we’re just getting started. The rise of the phygital customer has presented challenges and opportunities for marketers, but the future looks bright.