Title: What is phygital marketing? 11 examples of phygital experiences URL: https://www.infobip.com/blog/what-is-phygital-marketing Phygital marketing combines physical touchpoints and digital tools to create customer experiences that are easier, faster, and more useful. A store shelf, a QR code, a mobile app, a kiosk, and a chatbot can all work together when the journey is designed well. The result is less friction for customers and more opportunities for brands to build trust, engagement, and conversion. In this blog, learn the ins and outs of phygital marketing, including real-world examples and practical ways to blend physical and digital touchpoints into better customer experiences. ## What does phygital mean? ## Phygital = physical + digital ## What is phygital marketing? At its core, phygital marketing is about removing friction between the online and offline world. It creates a convenient shopping experience by combining in-store experiences with digital technology, helping customers move through their journey smoothly and intuitively. For example, scanning a QR code in a brick-and-mortar store to see product reviews or using live video to consult a specialist before purchasing online addresses real pain points faced by today’s consumers. Such experiences are now a core part of any future-focused marketing strategy because they provide measurable value. In simple terms, phygital marketing is physical interaction supported by digital action. ## Why phygital experiences matter? A recent survey found that 65% of shoppers prefer phygital shopping experiences over traditional methods. That matters because preference drives behavior. When the experience is easier, customers stay longer, respond faster, and are more likely to buy. Phygital marketing matters because it helps brands: 1. Reduce friction in the customer journey 1. Keep service consistent across physical and digital touchpoints 1. Make interactions feel more personal 1. Create more moments that can lead to conversion 1. Turn one-off interactions into ongoing relationships It also reflects how people actually shop today. Customers move between store visits, search, social, messaging apps, and support channels without thinking about the handoff. Brands that connect those moments create a better experience from the start. The next question is what phygital marketing delivers for your business and your customers. ## Benefits of phygital marketing Here’s how phygital marketing can create value for both customers and brands. ### Online and offline continuity A strong phygital experience helps customers move between physical and digital spaces without starting over. They can browse in one place, continue in another, and finish the task without repeating information. That continuity builds confidence and it also makes the brand feel more organised and responsive. ### More customer touchpoints Phygital marketing gives brands more ways to meet customers at useful moments. More touchpoints do not matter on their own, they matter when each one helps the customer take the next step more easily. ### Stronger trust Customers trust brands that feel consistent. When the store, app, website, and support experience work together, the brand feels more reliable. That trust matters when something goes wrong too. A customer who can buy in store and get help through a digital channel at home has a smoother experience than someone who has to start from scratch. ### Better conversion Phygital marketing can shorten the distance between interest and action. A shopper who sees a product in a store, scans it for more details, and completes the purchase in an app has less reason to drop off. The same is true for service. If a customer can get an answer quickly through a digital touchpoint, the path to purchase or retention becomes much shorter. ## Trends shaping phygital marketing Phygital marketing keeps evolving as customers adopt new habits and brands adopt new tools. ### QR codes are now everyday bridges QR codes connect physical surfaces to digital experiences with almost no friction. Menus, posters, packaging, receipts, and shelf labels can all become entry points to more information or a direct action. They work because the interaction is simple. Scan, open, act. ### Live shopping keeps growing Live shopping blends entertainment, product discovery, and purchase in one moment. It gives customers a way to see products in action and ask questions before they buy. That format works especially well when the brand wants to create urgency and trust at the same time. ### Voice and chat tools make service faster Voice agents and chatbots make it easier for customers to get answers without waiting. They are useful in homes, stores, cars, and mobile apps because they remove the need to search through menus or call support for simple questions. ### AR and VR help customers try before they buy Augmented reality and virtual reality help customers visualize products in context. That matters in categories like furniture, fashion, beauty, travel, and events where confidence can shape the purchase decision. ### Mobile payments have become expected Customers want to pay quickly and move on. Mobile payments reduce waiting time and make checkout feel lighter in stores, venues, restaurants, and transit environments. That speed matters because the last step often determines whether the experience feels easy or frustrating. ## How to build a phygital strategy Whether you’re in fashion, furniture, food, or online car sales, here’s how to craft a strong phygital strategy: ### 1. Define the goal Start with the outcome you want. Do you want more store visits, more online conversions, better retention, or faster service? A clear goal helps you choose the right phygital tactic instead of adding technology for its own sake. ### 2. Map the customer journey Look at where customers research, compare, ask questions, buy, and ask for support. Then find the points where the physical and digital experience breaks. Those gaps are the best place to start. Fixing the friction usually creates more value than adding another touchpoint. ### 3. Choose the right touchpoints Pick the touchpoints that fit the moment. A QR code might work on packaging or in a store. A live chat prompt might work on a product page. A kiosk might work in a retail environment where customers need quick access to inventory. The best touchpoint is the one customers will actually use. ### 4. Personalize, personalize, personalize Use AI and customer service insights to tailor offers, products, and support across every channel. AI tools can make product suggestions feel more personal by using what people have browsed or bought before. Make customers feel seen, understood, and valued. ### 5. Start small, think long term You don’t need a full-blown metaverse store on day one. Begin with QR codes, live chat, or AR try-ons. Scale based on feedback and customer preferences. ### 6. Unify your tech stack Ensure your platforms share data across systems. Your mobile app, website, physical store, and CRM should function as one ecosystem. ### 7. Measure and improve Track what happens after the touchpoint. Did customers scan? Did they complete the purchase? Did they abandon the journey? Did support speed improve? Phygital marketing works best when brands test, learn, and refine the experience over time. ### 8. Use customer feedback Use customer feedback to fine-tune your approach. Regularly gather insights from both online reviews and in-store interactions. This shows you what’s missing and helps improve your phygital approach using real customer feedback. Let’s look at how brands around the world are using phygital tools to improve the way they connect with customers. ## 12 real-world phygital marketing examples Every day you may encounter many phygital experiences without even knowing it. Here are some of our favorite campaigns: ### 1. Nike’s data-driven retail store Nike’s LA pop-up store adapts to customer preferences by analyzing customer data from online purchases. The store restocks popular items based on demand, and shoppers can book testing sessions or returns through the Nike mobile app. NikePlus members can even win rewards at a digital vending machine. Takeaway: Turn online data into better in-store experiences. ### 2. Amazon's just walk out technology In Amazon GO stores, customers simply walk in, take what they need, and walk out. Sensors and cameras detect items picked or returned, billing the shopper automatically through their Amazon app. Amazon simplifies checkout by skipping the usual point-of-sale process, making shopping faster and easier for customers. Takeaway: Simplify transactions for a frictionless, futuristic experience. ### 3. Warby Parker's virtual try-on & physical showrooms Warby Parker started online but added retail stores to meet the demand for face-to-face interactions. Customers can use their mobile app to virtually try on glasses before visiting a store for fittings and purchases. Takeaway: Merge convenience and human connection. ### 4. Sephora's ColorIQ and virtual artist Sephora enhances both physical and digital beauty shopping. In-store, ColorIQ devices scan skin tones to find matching products. Online, Virtual Artist allows users to test makeup via live video or photos. Takeaway: Deliver tailored, tech-driven beauty experiences. ### 5. IKEA's Place augmented reality With IKEA Place, customers can scan their rooms and use augmented reality (AR) to visualize furniture in real time, creating a seamless digital and physical design experience. Takeaway: Use AR to create a visually rich, convenient personal shopping experience. ### 6. Marks and Spencer’s virtual fitting rooms Marks and Spencer shoppers can try on clothes virtually using screens or mobile apps. These phygital tools help shoppers save time, skip the fitting room line, and leave happier. Takeaway: Let shoppers preview products digitally before buying physically. ### 7. Happy Moon At Happy Moon restaurant, scanning a QR code reveals 3D images of food items in real size. Such kind of interactive dining fits today’s digital habits while keeping the fun of eating out. Immersive touchpoints also elevate the overall brand experience, leaving customers with a stronger emotional connection to your business. Takeaway: Digital menus can be deliciously immersive. ### 8. FIFA's stadium AR experience At the FIFA 2022 World Cup in Qatar, fans using the FIFA+ app could watch live stats, player heatmaps, and replays through AR, right from their seats in the stadium. Takeaway: Enhance live events with interactive mobile experiences. ### Phygital fan engagement in sports stadiums Sports clubs and event organizers are blending mobile channels with in-stadium experiences to turn spectators into participants. Fans can scan QR codes to launch AR filters, join prediction games, play trivia during halftime, or chat with a 24/7 fanbot for schedules, seat info, or rewards. These gamified touchpoints extend excitement across the entire match, strengthening loyalty and driving measurable engagement. With Infobip, brands can orchestrate these fan experiences across channels like WhatsApp, RCS, SMS, and in-app chat, using automation, gamification journeys, and real-time personalization to boost participation and loyalty. ### 9. Dyson CleanTrace AR tool Dyson CleanTrace™ shows users in real time where they’ve vacuumed. It uses AR overlays via mobile phones to highlight cleaned versus missed spots. Takeaway: Help customers improve product usage through phygital tech. ### 10. Disney's 3D virtual park Without VR goggles, fans can explore a Disney theme park in 3D online. This builds hype, entertains fans, and offers a long-term phygital strategy for brand engagement. Takeaway: Bring your in-person experiences online so customers can stay engaged even after they leave. ### 11. London marathon's hybrid experience The London Marathon blends physical participation with digital engagement by offering real-time tracking, virtual cheering zones, and augmented reality race bibs through its official app. Whether running in person or remotely, participants stay connected to the event and each other. Takeaway: Use technology to enhance shared physical experiences and foster deeper emotional engagement. ## What phygital marketing looks like in practice A shopper might discover a product in store, scan it for reviews, save it in an app, and complete the purchase later at home. A customer might speak to a chatbot first, then continue with a human agent without repeating the issue. A viewer might watch a live demo, click through to buy, and get follow-up support through messaging. That is the goal. The physical and digital moments should support each other, not compete for attention. When a brand connects physical and digital touchpoints well, customers spend less time repeating themselves, searching for answers, or waiting for help. They can move through the journey with more confidence and less friction. That is why phygital marketing is so effective in customer experience. It gives people the right information at the right moment, in the right place. ### Interested in building phygital experiences? If you want to build phygital experiences that bring your physical and digital touchpoints together, explore how Infobip can help you connect channels, data, and automation across the customer journey. [ Contact us ](/contact) ![](https://cdn-web.infobip.com/uploads/2023/10/Phygital-marketing-makeup.jpg) ## Frequently asked questions Phygital focuses on the blend of physical and digital experiences in a single customer journey. Omnichannel focuses on consistency across all channels. The two ideas overlap, but phygital is more about the experience itself. No. Retail is a natural fit, but phygital also works in hospitality, events, healthcare, financial services, travel, and public spaces. Any business that connects physical moments with digital action can use it. Common technologies include QR codes, mobile apps, live chat, chatbots, AR, VR, smart kiosks, voice assistants, and mobile payments. The best choice depends on the customer journey you want to improve. Measure the outcome that matters most to the journey. That could be scan rate, conversion rate, repeat purchase rate, support resolution time, or customer satisfaction. ## Keep reading: ## Get the latest insights and tips to elevate your business By subscribing, you consent to receive email marketing communications from INFOBIP. You have the right to withdraw your consent at any time using the unsubscribe link provided in all INFOBIP’s email communications. For more information please read our Privacy Notice