The “Phygital” World: Reinventing the In-Store Experience Digitally

August 6 2021 by Greg Petro

At a recent virtual event for the retail industry, one of the participants from China mentioned an interesting paradox.   They noted that their brick-and-mortar customers were spending on average much less time in the store yet were spending more money while they were there. The store team concluded that their customer must be researching online first in order to minimize the amount of time they need to spend in the store itself.

Maximizing both online and offline to fuel each other has become one of the top priorities of retailers today. A recent Harvard Business Review article noted that “while e-commerce will continue to be an essential element of retail strategy, the future success of retailers will ultimately depend on creating a cohesive customer experience, both online and in stores.” While ecommerce sales will continue to grow, Euromonitor research indicates that 78 percent of all purchases will still be made in-store by 2024. Google’s own research “shows the pandemic has made people more flexible about whether they buy online or offline” with 73 percent of people in their study saying they are channel-agnostic, compared with 65 percent pre-pandemic. How can retailers be prepared for this new “phygital” world that we are all living in today?

Offering services and experiences that cannot be had online is one way to win. As Business of Fashion noted in “Reinventing Luxury for the Post-Pandemic Era,” stores in China are (not surprisingly) ahead of this curve. The writer said that “providing a special experience that cannot be had online is…becoming increasingly important.” By utilizing algorithms, social commerce, and WeChat to personalize and drive the experiences, many brands in China offer customers everything from hyper-personalized fragrance recommendations, pre-booked fitting rooms, and reserved tables at the in-store café to entice them back into the stores.

Read the Full Articleat if you are a subscriber or Download the PDF below.

in-store shopping experience  Customer Experience  Dick's Sporting Goods  voice of the customer  omnichannel experiences  Voice of Customer Analytics  Digital Tools  Retail Digital Transformation  Digitalization  Experience Management  Customer Experience Management  Next-Gen Experience Management  backcountry


What Retail Executives Say About Supply Chain Disruption Leading Into Holiday: Shortages, Pricing and Delays

We partnered with The Wharton Baker Retailing Center to create a comprehensive infographic exploring our findings.

View the Infographic

The State Of Consumer Spending: Gen Z Influencing All Generations To Make Sustainability-First Purchasing Decisions

We partnered with The Wharton Baker Retailing Center and asked consumers in the U.S. how sustainable practices are impacting shopping habits and purchase decisions.

Read the Report
Featured Product

InsightSuite for Small Business

Specialized Tools for Small & Emerging Businesses

The fastest and most cost effective way to increase sales, profits and sell-in for growing businesses and digitally native brands.

Learn more
Free Ebook

Maximize Value, Speed & Profit

Learn how to leverage Voice of the Customer Analytics and 3D Product Creation to make more profitable products, faster.

Get the Free E-book
Roundtable Video

Kohl's Creates Value W/Predictive Analytics

Learn How First Insight's Predictive Tools Fuel Kohl's Success

As one of the world's leading omnichannel retailers with more than 1,100 stores in 49 states, Kohl's is leveraging First Insight's predictive analytics solution and voice-of-the-customer data to improve their business.

Watch the Webinar

Consumer Sustainability Survey 2021

The First Industry-Wide Consumer Study On Shoe Sustainability

This industry-wide survey aims to create a critical baseline that brands and retailers can use to ensure they understand what consumers actually comprehend, what terms and phrases resonate best, and what areas they should prioritize.

Download the Webinar & Findings
Supply Chain & Pricing

Navigating Disruption

How The Rockport Company is Optimizing Assortments and Pricing with Data + Digital Product Testing

Learn how The Rockport Company created a new product playbook powered by the Voice of the Customer and predictive tools.

View the Webinar & Highlights