The Evolution of Phygital Retail by Integrating Online and Offline Consumer Experiences

DOI: https://doie.org/10.10399/APER.2025666999

Authors:

Dr. Tushti. P. Bakrania

Keywords:

Phygital, Omnichannel, Consumer Experience, Retail Innovation, Digital Transformation, Online-to-Offline (O2O), Customer Journey

Abstract:

There is a major change happening in retail, as physical and digital ways of shopping come together into what's known as "phygital". This progress is more than just a trend; it is a key change that impacts how customers respond to companies. Phygital retail merges everything you see and interact with in a store with the benefits of technology. With customers expecting seamless, involved, and connected experiences, companies are updating their engagement with their customers to maintain their place in the market. This review paper focuses on the basics of phygital retail, discussing what makes it special and the main ideas supporting it, such as Artificial Intelligence (AI), Internet of Things (IoT), augmented reality (AR) and mobile buying. It further studies how consumer preferences move toward enjoying omni-channel interactions, instant solutions, and personalized services. Academic research, industry writing, and case examples are used in this study to describe in detail how phygital retail is developing. In addition, this study examines the difficulties and possible gains in business experience when using physical strategies and predicts what lies ahead for the field. The aim is to show how retail can gain useful insights from phygital approaches to serve customers better, raise their loyalty to the brand and achieve durable results..

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