Phygital: when physical and digital retail merge
Phygital is where the physical world meets the digital world. What does that mean in practice? It means bringing digital data and digital methods into the physical store in order to grow revenue while improving the customer experience. It is a core principle of Data and Media Management.
Although this concept emerged a few years ago, it is more relevant than ever. Présences magazine was already taking stock of this retail transformation back in 2018, pointing out that product data management (PIM) is one of the keys to this revolution. Here is a look back at the major trends shaping commerce today.
The age of omnichannel commerce
The line between physical stores and online sales is blurring. Web giants now open tangible points of sale, while long-established retailers build out their digital platforms. Today’s consumers move freely between all these channels depending on what they need at the time.
Phygital in the service of the customer experience
This fusion of physical and digital is radically transforming the customer experience. Technologies such as augmented reality, connected mirrors and interactive kiosks are redefining the role of the sales associate, who becomes a true advisor equipped with powerful tools to support each customer in a personalized way.
Product data: the pillar of multichannel commerce
In this complex ecosystem, intelligent product information management becomes critical. The more sales channels a distributor has, the more it must centralize and synchronize its data to guarantee perfect consistency across every point of contact.
PIM, the answer to the challenges of modern retail
This is exactly the challenge Afineo has been addressing since 2004 with its collaborative platform for managing and syndicating product information, giving every team in the company access to the data they need. A concrete answer to the challenges of retail, adopted by many nationwide networks.
The store as a new place to spend time
Beyond technology, retail spaces are turning into genuine experience venues, blending shopping, leisure and conviviality to offer a smooth, memorable journey that builds lasting loyalty.
Going further: Read the full article on Présences Grenoble
Armelle Allegret
Co-fondatrice d’Afineo, 25 ans d’expertise marketing au service des entreprises pour transformer leur gestion de l'information produit (PIM, DAM, MDM) en avantage concurrentiel.
Son obsession : des contenus produits clairs, fiables et efficaces.
Afineo, a key player in reference data management, offers a SaaS MDM, PIM and DAM platform to support the digital transformation of businesses. Our multi-domain cloud solutions make data management and data quality easier, while ensuring smooth integration with your digital ecosystem.
