Definition: Phygital & Omnichannel

Phygital is the contraction of the terms “physical” and “digital”. Increasingly used these days, it was coined in 2013 by the Australian marketing agency Momentum. Phygital and Omnichannel are synonyms.

Phygital: What tools and what impacts?


Generally speaking, Phygital refers to the digitalization of points of sale, i.e. the implementation of digital solutions in a physical store.

For this, several tools are available to retailers. Among them, we can mention click and collect, e-reservation, interactive kiosks, sales tablets, mobile payment, connected booths and windows, digitalized salespersons or clienteling.

The installation of such devices offers multiple advantages for a retailer, it allows to

Generate additional traffic on its point of sale
Expand its catchment area
Generate additional sales
Improve profitability per m2
Optimize and personalize its customer relationship
Expand your offer
Offer a differentiating experience to consumers
Optimize inventory turnover

An omnichannel strategy focused on the consumer


Putting the customer back at the heart of the shopping experience is the main challenge of phygital.

Today, consumers want to be able to buy any product, anytime, anywhere and on any device. Brick & Mortar have no choice: they have to adapt to these new expectations if they want to stay in the race against the Pure Players.

To offer a seamless and personalized experience, creating synergies between online and physical stores is essential. However, each solution implemented must be carefully chosen according to the consumer’s needs, with the goal of making their shopping experience more fluid. By doing so, the brand federates and builds loyalty thanks to the unique experience it offers. This creates a virtuous circle: improved customer relations, increased re-purchase rates, higher conversion rates, increased sales, i.e. better profitability per m2.