Where The Physical Meets the Digital: Phygital

Ever wish you could wave your phone over something in a store and immediately get info or reviews? Or make your Lego buildings come to life digitally? That’s what the emerging field of “ Phygital” is all about -connecting physical stuff to digital experiences to make them work together in cool new ways. It’s bringing together real-world physical spaces and objects with digital technology like sensors, apps, and touch displays.With the right blends of industrial design, engineering, and computer programming, Phygital has the potential to seamlessly merge our physical environments with responsive digital displays and feedback. I don’t know about you, but a more interactive world that bridges atoms and bits sound awesome to me! concise it keeping the meaning, format and tone same I find the idea of a more interactive world that bridges atoms and bits awesome!

How can blending physical and digital spaces open new possibilities for brands to connect with and engage consumers?

The blurring line between physical and digital realms creates “phygital” experiences, offering brands exciting opportunities to connect and engage consumers.

Immersive In-Store Experiences: Brands can create immersive in-store experiences using augmented reality (AR), blending digital elements into physical spaces. For instance, a clothing brand could install an AR mirror in dressing rooms, displaying digital content like style recommendations as customers try on outfits. This not only provides helpful feedback but also generates user-generated content, spreading brand awareness.

Omnichannel Retail Integration: Brands can also link up physical stores with a digital presence to provide a connected phygital experience. This means leveraging options like buying online and picking up in-store through features like local inventory availability and curbside pickup. Brands can also facilitate virtual previews of in-store items through digital browsing. Integration of retail touchpoints enables brands to give consumers flexibility between channels and expose shoppers in one channel to experience the other. s options like online purchasing with in-store pickup and virtual previews of items. Integrating retail touchpoints gives consumers flexibility between channels, enhancing brand engagement and loyalty.

Why do hybrid experiences that blend both physical and digital places appeal to Gen Z consumers?

Gen Z, as digital natives, naturally gravitates towards blended phygital experiences that merge physical and digital elements. These experiences enrich their consumer journey, providing entertainment, connection, and self-expression. For instance, scannable codes and AR mirrors enhance their shopping experiences. Customized ads, driven by programmatic advertising, further integrate digital and physical realms by offering personalized promotions in-store. This approach not only engages customers but also streamlines operations for retailers, aligning with Gen Z’s preferences for personalized experiences in both online and offline settings.

How programmatic partners are helping brands in delivering perfect phygital Experiences to consumers?

Programmatic advertising enables precise targeting and optimization for digital campaigns, benefiting retail brands like Nike and Sephora. For example, Nike’s House of Innovation in New York City offers a digital “stadium” for designing virtual sneakers with AR, while Sephora’s workshop in San Francisco uses AR mirrors for virtual makeup trials.In India, Nykaa and Myntra leverage programmatic ads for personalized experiences, contributing to the country’s growing ad spending projected to reach $21 billion by 2028. Myntra, with 65% of its digital marketing driven by programmatic ads, saw significant revenue growth, reaching 51 billion Indian rupees in fiscal year 2023. As brands embrace these tactics, advertising becomes more interest-based for consumers.