A portmanteau of physical and digital. Phygital describes experiences, interactions, or business models seamlessly integrating online and offline elements. This term is used in retail, marketing, and customer engagement strategies to enhance convenience and immersion. For example, a phygital shopping experience might involve augmented reality (AR) fitting rooms, QR code-enabled product information, or interactive digital kiosks in brick-and-mortar stores. By leveraging digital tools within physical spaces, brands create more engaging and frictionless customer journeys, blending the best aspects of e-commerce and in-person experiences.
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