Phygital FT Omnichannel

[hasanthouhid0]

One of the mistakes you can make when rethinking your strategy and trying to plan it digitally is confusing Phygital with Omnichannel.

In Phygital Marketing, the Omnichannel approach is part of the strategy and not a marketing typology in itself as we saw in the last article:

Omnichannel involves a synergic management of all the channels that the company/brand hr directors email list is present on, both physical and digital, guaranteeing not only the presence of the brand but also a quality standard and a coherence of image in all the touchpoints that the user encounters before arriving at the purchase.

This approach must be maintained in a Phygital Marketing strategy but must be integrated with other tactics that highlight the values, emotions and humanity of the brand using storytelling to involve the user on an emotional level and engage them in co-creation activities making their experience unique and personalized.

Case study
Below we will see together some examples of Phygital Marketing, so that you can understand and perhaps take inspiration.

Tesco has reproduced supermarket shelves on commuter trains by offering the possibility of adding products to a trolley by scanning a QR Code (and then having the shopping delivered to your home shortly after).
Kentucky Fried Chicken in China is offering its customers personalized experiences through smart screens, offering deals, allowing them to order and pay with a smile through facial recognition and artificial intelligence.
Amazon Go, launched in 2018, in this supermarket there are no checkouts or cashiers.

By downloading the Amazon Go app, you can create an Amazon account and use your smartphone to identify yourself at the entrance to the store, by scanning a code.

From that moment, you can take the products you want:

the supermarket checks each customer's shopping thanks to sensors placed on the shelves and hundreds of cameras positioned on the ceiling, and automatically counts what has been purchased thanks to an artificial intelligence system based on machine learning.

When you leave, you receive the shopping bill directly on your smartphone, without any checks and without having to pass QR or barcodes at any type of checkout.
Conclusions

[yadaysrdone]

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