Channels and tools
Phygital is the union of physical and digital: the strategy through which a brand integrates the physical store and the digital channels into a single buying experience, for example the smart mirror in the shop, the app that recognises the customer at the till, or the virtual try-on before buying in a perfumery.
The difference with OnLife: Phygital is the company's operational answer, OnLife is the condition of the person that answer addresses. The word was coined around 2013 by the marketing agency Momentum Worldwide, in its Australian office, to describe brand experiences halfway between shop and screen; it spread above all after 2020, when the pandemic forced shops to integrate online orders, in-store pick-up and contactless payment in a hurry.
Source: Manuale del Cosmetologo, capitolo 3.6, Tecniche Nuove.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.