We hear more and more about the term phygital in marketing, Phone number library particularly in B2C and retail. This term, which appeared in 2013, is a contraction of two terms that seem to be opposites. Phygital is therefore made up of a physical part and a digital part. Closely linked to Generation Y and Generation Z , phygital aims to personalize the customer experience.
Initially thought of in a BtoC economic model, the BtoB universe must not ignore this evolution of the customer experience. Thinking about phygital strategies is a way to digitalize your entire environment, whether internal or external.
Today, Generation Y is fully present in the world of work and Generation Z is already pushing the door. Generation Y has already revolutionized the world of work, whether in terms of human resources or tools. Among these tools, those related to digitalization have pushed companies to comply with these consumption patterns.
Generation Z, which is now entering the job market, will also bring its share of new developments. Generation Z has always known the contribution of digital technology, but its dearest wish is to give space back to humans.
Phygital therefore meets their expectations and helps build trust and loyalty across all channels. Therefore, we will see how phygital brings new perspectives for improving the customer experience?
It therefore takes up two terms that seem opposed but which are very complementary with the impulse of generation Y. The marketing theory around phygital can be explained in two points:
First of all, we must highlight the sociological environment of Generation Z. This generation grew up in a world undergoing a digital transformation. Like Generation Y, millennials have not really experienced the rise of the web. Generation Z therefore grew up in a digital universe and very quickly mastered all its codes. Today, the consequences on other media are that there is a change in consumption patterns. Young people prefer to watch content on the web, whether it is written or visual. Generation Z is very attentive to the e-reputation of brands both on social networks and on the web.