Observed Signal · Nov 30, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Phygital Retail: Blending Physical and Digital Customer Experiences
CMSWire explores how brands are adopting 'phygital' strategies — merging physical and digital touchpoints — to improve customer experience. Redpoint Global CMO John Nash predicts 2023 will be the 'year of phygital retail,' while Beaconstac founder Sharat Potharaju highlights QR codes and geofencing as tools for personalized in-store engagement. A 2022 IBM/NRF report finds hybrid shopping is the primary buying method for 27% of consumers and 36% of Gen Z. SAS martech marketing head Jonathan Moran argues many brands lack a holistic customer data view, making true omnichannel phygital experiences difficult to achieve. Examples include QR code menus, McDonald's touchscreen kiosks, virtual fitting rooms, and location-based push notifications. The article concludes that brands must integrate their marketing and advertising stacks around a single customer data repository to deliver seamless, consistent journeys across physical and digital channels.
Provides strategic analysis of the phygital (physical-digital) retail trend affecting customer experience and marketing technology, but announces no specific product launch, funding, or M&A event.
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Key Takeaways & Evidence Grounding
- Redpoint Global's CMO John Nash predicts 2023 will be the 'year of phygital retail.'
- A 2022 IBM/NRF report found hybrid shopping is the primary buying method for 27% of consumers and 36% of Gen Z.
- Beaconstac founder Sharat Potharaju cited QR codes and geofencing as technologies enabling personalized in-store retail experiences.
- SAS's Jonathan Moran stated brands lack a holistic customer data view needed to achieve true omnichannel phygital experiences.
- The article was published on CMSWire on November 30, 2022.
Connected Companies & Entities
4 Entities mapped“John Nash, chief marketing and strategy officer at CDP company, Redpoint Global, told CMSWire that 2023 will be the year of 'phygital retail...”
“Jonathan Moran, head of marttech marketing at SAS, an analytics, AI and data management company, told CMSWire that because of this, brands c...”
“A 2022 IBM/NRF report, Consumers Want It All, indicated that consumers no longer view online and offline shopping as distinct experiences....”
“Many consumers have experienced the phygital when ordering food at a fast food restaurant such as McDonald's....”
Ontology Mapping & Concepts
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