In a market like that of online shopping, which has grown significantly due to the effect of the pandemic, it is essential to guarantee customers an efficient customer journey with attention to every detail.
To achieve this, many companies are implementing “phygital” (union of the terms physical and digital) in their online shops, one of the new keywords of innovation that uses technology to build a bridge between the physical and digital world.
This new communication model takes the best from the digital environment (immediacy, immersion and speed) and from the physical world (the possibility of interacting with people, with the product, etc.). Thanks to this union, numerous areas and contexts of application open up, especially in the E-Commerce and Marketplace fields.
The ultimate goal for this powerful and innovative marketing tool remains that of fully exploiting the potential of technology to provide the user with a more interactive and one-of-a-kind shopping experience.
Phygital experiences are based on:
• Immediacy: ensuring that things happen at a precise moment;
• Immersion: making the user part of the experience;
• Interaction: generate an exchange, necessary to activate the more physical and emotional part of the purchasing process.
These three conditions make the consumer feel more connected to the brand, generate trust, strengthen empathy and improve the experience.
To obtain an authentic experience, however, it is essential that there is a technology capable of promoting immediacy and immersion but also a physical interaction in order to obtain engagement.
In the case of e-commerce, Augmented Reality, in particular WebAR (Web Based Augmented Reality), can be the ideal solution because compared to ordinary AR developed on apps or software, it reduces development costs, facilitates access, makes traceable the online path of users and the essential metrics for the success of an online platform.
For example, implementing WebAR experiences on your online shop that show 3D models of products and allow users to try them virtually is a unique (and practical) way to interact with them, also attracting new targets such as Millennials and Gen. Z.
In addition to the technological and innovative aspect, however, it is necessary to develop and integrate contact points (brand touchpoints) between the company and the user. The goal is to give value and increase multichannel, an essential concept for Retail 4.0, to ensure that the customer can switch from one channel to another in a fluid way.
In conclusion, to create a successful strategy, it is important to remember that the ultimate goal is the creation of the greatest number of interactions. Achieving this goal by making digital and human space coexist is the best way to cultivate empathy with the brand and convert everything into increased sales.
