This study empirically evaluates phygital maturity in Spanish fashion retail by observing technological and experiential tools in flagship stores using the phygital customer experience (PH-CX) framework.
This study employs a quantitative research design based on structured, non-participatory observation. A matrix of 18 technological key performance indicators, based on Batat’s (2024a) PH-CX framework, guided the analysis. In total, 12 flagship stores of major Spanish fashion retailers were evaluated in Madrid through in-store observational methods (binary coding matrix) and Click & Collect (BOPS) journeys, enabling the calculation of a phygital maturity index (PMI) for each brand.
Results indicated moderate phygital maturity (PMI: 34.25%), with practicality the most developed pillar (53.3%) and immersivity/sensoriality the weakest (16.6%). Zara, Lefties and Springfield achieved the highest PMI (55.5%), while Hackett and Façonnable showed minimal digital integration (5.5%).
This study focuses on fashion retail flagship stores in Madrid, measurement of presence, not effectiveness, and binary coding. Future research should expand samples, methods and weighting schemes.
Retailers should progress from operational digitalization toward immersive technologies, personalization and sociability to balance pillars and bridge the gap between conceptualization and execution.
Retailer-centred research in a scarcely explored geographical context that operationalizes the PH-CX framework into a replicable PMI.
