You walk into a store, greeted by a nearly life-size screen, rotating images of impeccably styled models in the brand's newest arrivals. See an item you like and want to pull it up online? Scan the QR code next to the item and add it to your wish list for later. In a hurry? No worries, the associate brings over a mobile device and rings you up right outside the fitting room. This is phygital.

"Phygital" retail is the integration of digital technology in a physical retail space. Now, that can take a lot of different forms: mobile POS, virtual waitlists, electronic self labels, self-check out, virtual showrooms, and more. The rapid expansion of integrated technology into physical retail spaces not only increases efficiency and customer engagement, but also serves as a powerful way to collect and analyze data about the customer interactions across channels.

We've discussed omnichannel retail and it's importance in a past blog post, and you might be thinking this all sounds very familiar. But while the two are similar, phygital has some important distinctions. Let's discuss.

Omnichannel retail is about meeting your customers where they are — whether that be online, on their phone, or in store — and providing them with a seamless experience in terms of service, branding, and messaging. While adept use of technology can certainly make this type of strategy more or less successful, at the end of the day, omnichannel is about being nimble. You need to be in the right place at the right time to provide for the needs of customers. Thus, as an omnichannel retailer, you are on your toes, waiting to field the proverbial fly ball, wherever it may land.

Meanwhile, phygital is about using technology to engage with customers once they enter a physical retail location. In-store technology then enables interactive marketing, efficient servicing, and valuable data capture for further use in your broader omnichannel strategy. In this instance, the customer has taken the action of walking into the store, but you've seamlessly blended the physical and digital channels into a positive and unified customer experience. Being "phygitally-savvy" allows you to hit the ball out of the park once that perfect pitch has been teed up for you.

To summarize: a strong phygital experience is one small but important piece of how omnichannel retailers can offer customers a seamless and enjoyable path to purchase.

So what does good execution of a phygital retail strategy look like? Here are some prime examples of how modern retail has best embraced phygital transformation.

Now, these prime examples of phygital in action may open your eyes to the endless possibilities. But I hear you, not all stores have the resources to implement such high-tech innovations. The good news is that a lot can be achieved through standard issue mobile devices and the right technology platform. Also keep in mind that phygital experiences don't have to be customer-facing or overtly fanciful - in fact, sometimes the best use of technology is when it's hidden away while still improving the customer's experience.

Endear offers an out-of-the-box solution for unified CRM, omnichannel tracking, and centralized messaging. All you need in order to execute a number of phygital retail practices is ensure associates have access to the platform through mobile devices.

Enabling these capabilities for your business and immediately enhancing your phygital prowess is easier than you think. Check out our homepage for more details on these features and more.