Let’s Get Phygital: How Commerce Is Getting In Shape

History shows that marketers are big fans of portmanteaus. Whether it’s to describe a new product category (hello, athleisure), or a way we do business (e-commerce), our everyday conversations are peppered with words that are a combination of things or concepts.

One of the newest invites to the marketing vocabulary is “phygital,” which combines physical and digital touch points to create immersive and interactive experiences designed to attract and engage today’s consumers.

While the Metaverse and its potential have dominated the headlines for several months, there are applications of “phygital” in the here and now that are quickly earning a place in the conversation. Some of these applications have been around for quite some time, with conversations and expectations that have ebbed and flowed with mixed results. Others are improved versions of older technology, while still more are just starting to make their mark.

Why Do Phygital Experiences Make An Impact?

In the past 100+ years of marketing, there have been countless innovations. Marketers have gotten better at creating efficiency in their efforts, but the one thing that has not changed is marketing’s reliance on human behavior to drive results.