The term phygital was born in 2013 to evoke the email data beginnings of consumption changes caused by millennials. Indeed, each generation brings its share of new things and the question of customer experience evolves accordingly. Phygital takes its name from two marketing aspects. The physical or human which is accompanied by digital aspects.
Phygital is now very popular with BtoC companies, especially for stores that want to conquer millennials. So yes, even if the origin of this concept is oriented towards BtoC aspects, the BtoB world must already think about phygital strategies.
Indeed, Generation Y is now very present in the world of work. They have already revolutionized exchanges in companies or customers/sellers. It is materialized by the digital growth that companies are experiencing. Indeed, consumption patterns have changed significantly. Two studies show that nearly ¾ of Internet users do a search before making a purchase. FEVAD and Google agree on a number close to 74% of consumers do a web search before buying.
Generation Z, which has been immersed in the digital age since its early childhood, is therefore bringing changes. This generation has a very strong need to mix human and digital aspects to trust and interact with a brand.
From then on we will see more precisely what phygital is and how it brings new perspectives for the customer experience and relationship?