Let's Get Phygital

Post-pandemic, consumers crave a blend of connective, in-person experiences with the convenience and ease of digital touchpoints.

It’s not quite analog, and it’s not fully electronic – it's “phygital”. These real-life-meets-digital events allow organizers to host and reach more users, track users behaviors with follow-up touchpoints like ongoing emails or social media engagements, share resources with more individuals and maximize revenue streams with IRL and digital ticket prices and add-ons.  

What do these phygital touchpoints look like? They can take many forms.  

One common example is shopping. Amazon Go stores around the Amazon campus in Seattle allow users to walk in, grab food and groceries and simply walk out. The technology in the store connects to the Amazon or credit card app in your phone and checks out for you, eliminating time spent in the check-out line.  

Another example is It-Girl brand Reformation’s tech-driven and personalized “magic wardrobe” fitting room. Shoppers use a tablet to select the items they want to try on, which are automatically sent to the fitting room. If different sizes or colors are needed, the shopper can quickly request them via a tablet and they arrive in the two-way closed.  

The phygital trend touches hospitality too. Princess Cruises provides guests with a small pendant that can be worn as a bracelet or necklace, or put in pockets. The devise is powered by Ocean Medallion technology touch-free boarding, contactless payment, food and activity reservations, locating friends and family on the ship and receiving enhanced personalized service, such as quick in-room delivery.