Phygital as a new dimension in user experience.

The physical and digital worlds have never been more interconnected. Now, the offline and online merge, in a single new user experience strategy known as phygital. Its importance is vital for all sectors, especially in marketing, entertainment and retail, where the bet for putting the customer at the center , generate emotional connection , engagement and loyalty, comes to life, both in physical spaces and in the virtual universe. In this article we will take a closer look at this trend, to know the most representative phygital projects in different sectors and discover its full transformative potential and innovative in the business world . Undoubtedly, we are witnessing the birth of a new dimension in the Customer Experience .

Spatial Computing Project by Imascono

Before knowing the benefits and main success stories of the implementation of the phygital strategy in companies, it is important to review what this trend consists of. It refers to the union of the physical and digital worlds by merging the two words physical and digital. The phygital projects seek to incorporating digital functionalities into the physical user experience a process that integrates both worlds to:

• Creating a convenient, self-service, hybrid shopping experience.

• Surprising users with innovative, fun, and engaging concepts that change the way people see stores and physical spaces.

• Dotar de tecnología a los espacios físicos de las compañías. Dando un paso en la Digital transformation y en la interacción con los usuarios.

The phygital trend is the natural path for businesses looking to adapt to the new behaviors and consumer demands, focusing on the omnichannel strategy. Where the attendance , immediacy and proximity of face-to-face actions is combined with the latest advances in the digital world in terms of personalization, Gamification and measurement through dashboards. All this so that the essence of the brand reaches users in a totally innovative, entertaining and fun way.

The union between the digital world and the real world can unfold in many ways, but the goal is clear: consumers want to to keep the best of the traditional physical stores and the new proposals of the digital channels. The combination of both proposals is the phygital experience The final strategy depends on the type of user of each company, but in general, it has the following main elements:

Extended reality

Extended Reality is the great union of all immersive technologies in which the real and digital worlds complement each other. Through the Augmented Reality and Virtual Reality companies can go beyond the physical boundaries, offering unique experiences to users/customers that connect them emotionally with the essence of the brand. Thanks to the most innovative proposals of the DOOH marketing ( digital out of home ), such as Ecoalf's campaign, or AR games such as the mobile experience of Lacasitos . Inside its famous tubes were hidden funny characters that came to life in the real world through its App.

Digital displays

The digital displays have become a fundamental piece in the implementation of showrooms, pop-ups, stores and innovative and technological physical spaces. However, beyond the hardware, the phygital trend also focuses on content . In the development of experiences, animations, special effects, gamified challenges and photocalls, users are immersed in a completely new and virtual world that is created around them. Innovative actions with great emotional impact, as in the interactive showcase developed in partnership with Disney and El Corte Inglés to promote one of the latest films in the Star Wars saga. Where fans, when passing in front of the glass, are automatically transformed into characters of the story.

Gamification

The Augmented Reality The creativity and fun of these interactive experiences have a place even in the most businesslike environments, thanks to the use of the gamification as a way to connect with users/customers . A different way to present the company's image and generate a positive memory that translates into notoriety, positioning and future commercial sales. You can learn more about it thanks to our post: Augmented Reality in advertising with interactive content .

The phygital trend is a real breakthrough for companies towards the digital transformation of their business models and value proposals . Benefits that can be summarized as follows:

1. Increased reach and return on investment

Phygital experiences provide companies with a unique opportunity to reach out to much larger audience . By integrating both online and offline channels into a single shopping experience, you can increases number of interactions and customer engagement . They are the ones who actively personalize their experience with the brand, tailoring it to their needs, which fosters both connection with the company and satisfaction. This personalization when it comes to connecting with the brand and the commitment to phygital technological experiences can be seen in the Movistar Plus Flagship Stores where, for the first time, users can enjoy their favorite series and programs, such as La Resistencia, Paraíso or Reyes de la noche, in person.

2. Implementation of omnichannel strategies

The incorporation of the phygital trend represents the definitive step of the omnichannel strategy, where the digital world definitively reaches the physical space. AR showcases, virtual fitting rooms that recommend complete looks, consultation and shopping totems throughout the physical store. And even, discounts scattered throughout the space to catch through the webapp o Interactive photocalls that gamify the user's visit. A new innovative customer journey that transforms stores and even large shopping malls as in La Torre Outlet the Spain's most digitized shopping center that combines the latest cutting-edge technologies into a single strategy and customer experience.

3. Boost the connection with the brand

Phygital experiences seek to increase participation and emotional connection of customers with the brand. It boosts user engagement and interaction, making their spaces more attractive, merging the online and offline strategies of companies thanks to technology. A goal that goes beyond the retail sector, even reaching the banking sector. As in the case of Ibercaja which has opted for the remodeling and digital transformation of its headquarters. With a new Xplora Space that changes the perception of your company, proposes new activities and, thanks to technology, connects users with the products, services and new brand image. You may be interested in → Virtual fitting rooms as a trend in the retail sector

The future of the phygital trend in the business world promises to continue to evolve towards an even deeper integration between online and offline channels. Where the evolution of technology will also play a key role. The further development of technologies such as Augmented Reality, the Spatial Computing y la Artificial Intelligence will further enrich these hybrid experiences: The future of phygital is, in turn, marking the future of large industries:

• Phygital in retail: these projects break down the barriers between the virtual world and the real world, in the retail sector too. They turn brick-and-mortar stores into meeting points where people come to have fun and be surprised. A unique approach that draws people in, gets users involved in the promotional activation, and boosts brand recall as well as the sales that follow.

• Phygital in advertising: if there is one sector where innovation, creativity, and fun are key to connecting with the audience, it is advertising. Here, phygital experiences make a positive impact on in-person audiences in a way that is effective, original, and unobtrusive, while also bringing the analytics and metrics of digital marketing into the process.

• Phygital in tourism: phygital experiences can go beyond promotional activations to gamify all kinds of spaces, including cultural venues such as museums, monuments, and other tourist attractions. In these experiences, the audience takes the lead and dives into a 3D world created especially for them, interacting with every element and taking home a souvenir photo at the end. Visitors can step into and become part of a painting, travel virtually to different cities and countries, and even have their picture taken alongside Rafa Nadal as the perfect finale to their visit to his spectacular Rafa Nadal Museum in Manacor.

The phygital trend is more present than ever in the strategies of our companies. The physical world is becoming richer, thanks to technology, and is proposing new and surprising innovative proposals The new website, with animations, special effects and interactive content, attracts all eyes and connects with users. In the following, in addition to the examples that have been shared in the previous sections, we will focus on the following examples most important phygital success stories.

• Con motivo del estreno de la película Thor: Ragnarok, Marvel and Disney buscaron desarrollar una Phygital experience que permitiese llevar el storytelling de la película más allá de las pantallas. El resultado fue un photocall interactivo de Realidad Aumentada, donde además de sentirse como el dios del Trueno, todos los espectadores se llevaban una fotografía impresa de recuerdo.

• Phygital experiences have also reached the hospitality and restaurant sector, with Smoky by Nola Smoke as the standout success story. Through virtual avatars, Artificial Intelligence, holograms, and Augmented Reality, the entire space is digitized, from the entrance to order pickup. All to offer burger lovers a unique, distinctive, and fun experience.

• An example of a phygital project in the public sector can be found in the commitment to immersive, interactive experiences on the streets of Zaragoza. With Arte Conectado, part of the Paseos Comerciales smart city project, the city's streets come to life through Augmented Reality, showcasing the history, culture, and art of Zaragoza's different neighborhoods thanks to technology.

The virtual universe is becoming more and more present in our daily lives, and the digital transformation of companies marks the present and future of the business world. Disney, Telefónica, Star Wars, Marvel, Ecoalf, Lacasitos... there are many brands that rely on Imascono to transform the engagement , emotional connection and customer experience that they propose in their commercial actions. With more than 12 years of experience in the development of amazing phygital projects, our team of engineers and designers will be happy to help you take the next big step in the digitization of your company. Do you need a phygital project ? ¡ Contact with us and we will solve all your doubts!