Van digitaal en fysiek naar phygital. Make the connection!
Physical, digital, omnichannel. How relevant are these terms still in the current 'total retail' world, or 'new retail', as Alibaba calls it? The playing field of digital retail touchpoints is changing faster and faster. How do retailers bring structure to this myriad of possibilities?
Digital touchpoints play a role in 90% of shopper journeys. It has been calculated that of every dollar spent in US retail, 56 cents are influenced by digital interactions. At the same time, physical remains important. Because even though an ever larger part of our lives is played out online, 28% (books, music, games and films) to 70% (household shopping) of shoppers say that they prefer to shop in a physical store.
What is very striking is that Gen Z - the digital natives, the generation that will determine the future of retail - appears on average to have a greater preference for physical shopping experiences than for purely digital interaction.
Het mag duidelijk zijn: retail speelt zich nu én in de toekomst af op het snijvlak van digitaal en fysiek. Digital + physical = phygital.