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The new normal: the ‘phygital’ customer experience

Contributed article by: Arjun Mattu, Digital Marketing Specialist at Maxicus   

The world is quickly adapting to the 'new normal' brought on by the pandemic. As the world learns to live with the virus, the concept of 'phygital experience' has become a reality. Phygital experience is defined as a combination of physical and digital experiences that are seamlessly integrated. This hybrid approach to living and working has been a game-changer with more businesses, educational institutions, and organizations moving towards digital platforms. This new normal phygital experience has enabled companies to create a digital ecosystem that is more efficient, secure, and cost-effective. It has also enabled people to access services and information from anywhere in the world with just a few clicks. With the help of phygital experience, businesses have provided better customer service and a more personalized experience to their customers. It has also enabled people to stay connected with each other and stay up to date with the latest trends. The new normal phygital experience has changed the way we live, work, and interact with each other and has enabled us to do more with less.   

The new normal is here to stay

The Covid-19 pandemic has compelled local and international industries to reconsider what the term "customer experience" means to them, given their growing propensity to embrace anything digital. In this way, the auto industry is hardly an exception. Despite the development in contactless services in the post-pandemic era, some things are still more widely accepted in their physical form.

More than ever before, consumers are leaning towards products and services that can be effortlessly accessed and used. While this is a trend that has been prominent in all major industries, users across the globe have made it no secret their preference for physical items over their digital counterparts.

Discover the key benefits of phygital customer experience for a business.

Companies that have a great customer experience are able to take advantage of the benefits of a good customer experience.

1. Delivers the best of both worlds physical and digital

Businesses are moving from the digital world to the physical world. No longer are brands just focused on developing their digital presence. They're also looking at their physical presence and offering the best of both worlds. Phygital retail is sweeping the brand's Businesses have moved from being digital-only to also offering the best of the physical world.

Over 8 in 10, people still prefer shopping in a physical store.

Hence, brands can’t choose between online and offline channels to sell their products. They need to build an omnichannel presence, and that’s where a phygital customer experience comes into the picture.

2. Boost customer engagement and experience

it's vital to deliver a seamless customer experience across all customer touchpoints. A phygital strategy focuses on improving user experience by providing them with a consistent experience across channels. A phygital video commerce strategy allows businesses to engage better with customers, helping them get to know the brand better and it also helps companies increase their customer lifetime value. 

3. Increase conversion and retention rates

Customers expect a consistent experience across all channels. They want to be able to find the information they need exactly when they need it. Going back and forth between platforms can be frustrating and take up a lot of time. With this in mind, creating a unified customer journey is crucial for your business. If your customer experience is consistently great, your conversion rates will go up across channels which enhanced loyalty and satisfaction across customers.

4. Improve brand awareness and recall 

In order for brands to succeed in the information age, they need to have a competitive advantage. In today's world, that competitive advantage is media recognition, brand awareness, and brand loyalty. The more awareness a brand has, the more loyalty it will have, and the better customer experience it will have. To make that awareness grow higher and higher, a brand has to make sure that they are providing outstanding customer experiences, tailored content to their audience, and that they are using the most modern marketing techniques.

Takeaway  

The future of commerce has arrived. Digital technology has given customers an unprecedented level of convenience. A phygital customer experience is required for today’s customers—combining the benefits of a physical encounter with the convenience of online shopping. The potential for phygital video commerce to create a personalized and immersive experience is enormous. As a starting point, try to map out the different customer touchpoints that can be digitalized and step by step introduce digital into the customer lifecycle journey. The numerous benefits that phygital stands to offer your brand will make efforts worth your while!