What is Phygital Technology and how do we use it?

Phygital tech allows us to link physical and digital elements in stores, but that’s not all: brands and their audience develop a new, closer and more personalized relationship. The constant availability of communication that social media provides within communities and between brands and their audience is a real game changer. Brands are faced with increasingly demanding customers who share their opinions, desires and dissatisfaction with the products and services they purchase. Stores today are expected to be connected, faster and more efficient, offering a truly personalized experience. For instance, when you walk past a store, that brand could encourage you to enter and buy your favorite sweater and offer you a discount to thank you for your loyalty. They could also provide you with a unique experience, like interacting with products via an augmented reality app. Brands can offer the public these experiences whenever they want (at events, product launches, at points of sale, etc…) providing potential customers with content that will make them feel listened to, surprised and excited.

Thanks to these 360° experiences and brands’ omnichannel communication, phygital technology is gaining ground and allows for continuous innovation. Immersive technologies such as virtual and augmented reality provide another dimension to the real world as we used to call it just a few years ago…

The merging of these two worlds, whose borders are steadily being erased, brings to mind the science-fiction films we used to find so futuristic and unreal. And yet here we are: entire international communities live, play, and earn their living in these digital worlds. Entire industries are transforming and giving rise to new practices such as distance learning, MOOCs, virtual reality training and “phygital learning”.

Phygital technology is very likely to become as ubiquitous and natural as the use of your smartphone.

Today many people have become conscious consumers and expect on-going and meaningful interaction with their favorite brands, sharing their experiences with their community.  We’re starting to see experiential communication extend beyond leisure time entertainment, offering everyone fun experiences even when dealing with serious issues at work, in class, in training… There’s always a good reason for enriching people’s daily lives.

At SoWhen? we approach every topic from a fun, entertaining and rewarding angle. Over the last ten years, we’ve helped contribute to the evolution of phygital communication, moving away from the production of content solely intended to be displayed on screens, towards transforming our clients’ communication through immersive, sensorial and innovative phygital experiences. Our proprietary concepts and technologies allow us to increase the channels of communication with the public by combining physical elements (existing and created environments) with “sensorial digital” tools. The smart combination of these two dimensions shows how satisfyingly complementary they are: the digital elements provide the visuals and sound, while the physical elements provide the senses of touch and smell. Feelings are experienced more intensely, which not only makes the message far more impactful, but also makes it easier for the user to make a decision and take action.

Would you like to know how to communicate in an innovative

and immersive way with your audience? We would be happy to discuss this with you over a coffee!

A phygital experience is an experience that combines both physical elements (from the real world) and digital elements (from the virtual or digital world).

The term “phygital” is a blend of the words “physical” and “digital”. This combination aims to create a unique experience that draws on the advantages of both worlds.

Here are a few concrete examples of phygital experiences:

1. Phygital stores: Some stores combine physical elements, such as products you can touch and try, with digital elements, such as interactive screens showing additional product information or online customization options.

2. Events and exhibitions: Physical events, such as art exhibitions or trade shows, can include digital elements such as interactive mobile apps, augmented reality videos or virtual presentations.

3. Interactive advertising: Ads can include QR codes or augmented reality technologies that let viewers interact with the digital content linked to the ad.

4. Education and training: Learning environments can be phygital by using digital textbooks, computer simulations and online tools alongside physical learning materials.

5. Art exhibitions: Artists can create works that bring together physical and digital elements, creating interactive experiences for viewers.

In short, a phygital experience seeks to make the most of physical reality (such as touch and tangible presence) and of the possibilities of digital (such as interactivity and personalization) to create new and enriching experiences. It sits at the crossroads of the physical and digital worlds, offering a unique hybrid experience.