The term 'phygital' describes a fusion of physical and digital elements in branding and retail, enhancing consumer interactions through technology. It gained prominence during the pandemic, prompting retailers like Liberty London to adapt swiftly to virtual consultations while preserving the essence of personal engagement. This blend of experiences allows for innovative interactions, such as AR-enhanced product packaging, without the need for dedicated apps—utilizing mobile browsers instead. According to experts like Caspar Thykier, this approach emphasizes instant accessibility and relevance in modern shopping experiences.
Phygital design merges physical and digital experiences, enhancing interaction in retail spaces without the need for cumbersome apps—just tap, scan, and play.
Caspar Thykier emphasizes that phygital design is not merely a gimmick, but a relevant, interactive approach transforming shopping and engagement.
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