By Rebecca
Jones of Mosaicx
The
rise of e-commerce, social media, and mobile devices has fundamentally driven companies
to focus on creating a fluid digital customer experience (CX). But despite the
rise of online shopping, the physical shopping experience has remained
indispensable. Recently, a new approach to CX combines the physical and digital
worlds: phygital experiences.
One
of the foundational elements of phygital CX is AI. And with AI comes the
ability to leverage technologies like machine learning (ML) and natural
language processing (NLP), which help provide integrated CX across physical and
digital channels. By providing engaging and integrated environments, brands can
create memorable experiences that pave the way for long-term customer loyalty.
For
example, intelligent virtual agents (IVAs) enable brands to respond quickly to
customer needs and deliver customized recommendations-all while reducing the
load on customer service staff. In-store, AI-powered kiosks and virtual
assistants provide personalized shopping experiences to customers. And when
customers need help or guidance, IVAs provide it via omnichannel support. AI
has also enabled the use of augmented reality and virtual reality technologies,
which can provide customers with immersive and interactive experiences that
bridge the physical and digital worlds.
Here
are seven phygital features brands are using to set their CX apart.
Integrated
CX Via Omnichannel Support
The
core of phygital CX lies in omnichannel integration, ensuring customers can
access support and guidance across all channels and devices. For instance, a
customer can start a purchase on a mobile app, continue it on a website, and
then pick up the product in-store, all while receiving consistent and
personalized service throughout their journey.
In-store
Phygital Journeys
Even
brands that start online come to realize the value of physical stores. By
integrating digital technologies into their brick-and-mortar stores, brands can
enhance the customer experience. For instance, they can use virtual reality to
showcase products or create displays that allow customers to interact with
items before purchasing them. Customers can also access the brand's app via
their phone to explore the store, interact with products, and ultimately connect
with the brand's vision for its products. When customers feel connected to a
brand's vision, they are more likely to repeat business and recommend others
engage with the brand.
Invisible
Checkout
One
key feature of an integrated phygital CX is that it lets customers make in-store
or online purchases via hyper-convenient payment methods. For instance, let's
say a retail customer using invisible checkout walks into a clothing store, tries
on a few items, and decides to buy a few of them. Instead of waiting in line or
interacting with a cashier, the customer walks out of the fitting room and
leaves the store. Payment is automatically charged through a digital wallet
linked to the store's system.
Personalized
Customer Journeys
AI-powered
IVAs enable brands to consolidate customer data from various channels into a
single customer view. For instance, let's say a brand sells running shoes and
associated gear. IVAs may present a customer who has previously bought running
shoes with an offer for a newly released line of running gear that appeals to
their established style. The IVA can share that recommendation via the
customer's preferred channel.
Augmented
Reality
Brands
are using augmented reality (AR) to enhance the in-store experience. Fashion
and beauty retailers, for instance, can utilize AR to enable virtual try-on
experiences that engage customers. Organizations can use AR to create
interactive 3D models of products that customers can explore from different
angles. An interactive 3D model can be particularly beneficial for complex or
difficult-to-visualize products in 2D.
Enhanced
Customer Data Insights
Phygital
CX provides brands with enhanced customer insights by combining data from
various channels, such as in-store purchases, online browsing behavior, and
social media engagement. This data helps retailers better understand customer
behavior and preferences, allowing them to make more informed decisions about
their marketing strategies and product offerings. By leveraging data-driven
insights, brands can create a more personalized customer experience, leading to
increased loyalty and advocacy.
Increased
Brand Awareness and Engagement
Phygital
CX can help increase brand awareness and engagement by providing customers with
unique and memorable experiences. For instance, brands can leverage customer
data gleaned by AI to predict customer behavior. Then, armed with that data,
they can use these predictions to optimize inventory management, offer
personalized promotions, and enhance the in-store experience. Brands can also
encourage customers to share their experiences on social media, increasing brand
awareness and word-of-mouth marketing. Ultimately, increased brand awareness
and engagement can lead to higher conversion rates and help brands differentiate
themselves from competitors and leave a lasting impression on customers.
Brands
looking to develop a successful phygital CX strategy must consider all customer
journey aspects. Decision makers should remember to:
-
Prioritize
customer needs and preferences.
-
Focus
on creating a personalized and seamless experience.
-
Leverage
AI to analyze customer data and provide customized recommendations.
-
Utilize
IVAs to provide instant assistance and support across all touchpoints.
By
following these best practices, brands can create a unique and compelling CX
that turns one-time customers into long-term fans.
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ABOUT
THE AUTHOR
Rebecca
Jones is the general manager of Mosaicx. In her career of more
than 25 years, she has held a broad range of operations executive roles focused
on growing businesses, people, and profit margins. She also serves as a member
of the board for the Families for Effective Autism Treatment (FEAT) of
Louisville, Ky.