What is phygital and why you need to pay attention to it

What is phygital and why you need to pay attention to it


It is an important trend that is expected to continue to evolve in the coming years. Understand




Phygital is the term used to describe the convergence between the physical and digital worlds. With the growing integration of physical and digital experiences and a hybrid reality offering new possibilities for interaction and engagement, the term is becoming increasingly popular.

The concept has been applied in different industries, such as retail, advertising, fashion, education and even health care. A practical example of phygital can be seen in e-commerce. Many companies have invested in online shopping experiences that mimic the feeling of being in a physical store, using assets such as 3D images, augmented reality and interactive video.

At the same time, many physical stores have adopted digital technologies to improve the customer experience, such as the implementation of self-service totems, mobile devices for consulting prices and products, among other solutions.

A broader concept than one might think

Phygital has also been applied in education, with the use of digital learning platforms, educational games and virtual reality to complement face-to-face lessons. At events and concerts, digital technologies can be used to enhance the audience experience, with resources such as giant screens, 3D projections and virtual reality devices.

However, phygital is not just about applying digital technologies to physical experiences. It can also be seen as an opportunity to rethink how people relate to the physical world, making experiences more personalized and interactive.

For example, a fitness app can use biometric data to tailor training to each user’s individual needs, creating a personalized and more efficient experience.

An example applied to the loyalty, marketing and market intelligence market is the scanning of invoices to redeem benefits. Through this technology, consumers can make a purchase at physical stores and digitize their purchase data, using the technology to redeem a benefit and generate more sales and information for the company responsible for the campaign.

In summary, Phygital represents a new frontier for the interaction between people and technology. It is a trend that should continue to evolve in the coming years and further transform different sectors and the way we consume, live and work.

Nara Iachan

(Forbes Under 30) is the founder and CMO of Cuponeria, a discount coupon platform in Brazil. He holds a bachelor’s degree in business from UFRJ and an MBA in management and business development, also from UFRJ.

Source: Terra

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