Table 3 Physical, digital and phygital... | Emerald Publishing

Table 3

Physical, digital and phygital strategies used to create memorable shopping experiences

In-store strategies using technology to meet customers' expectations	Classification of the strategies
	Physical strategies	Digital strategies	Phygital strategies
In-store technology-driven sales strategy
Giving customers the possibility to order in-store and receive the order in-store or at home	✗
Reproducing the advertising campaign via a projector at the entrance to the store with videos related to the product being launched	✗
Customer relationships development strategy
Organising events (e.g. to promote a new product) to virtually relate customers with the (product) creator/designer or the celebrity		✗
Smart store creation strategy
Equipping stores with digital devices or favouring the use of personal smartphone in-store for product information, purchases and payments			✗
Technologically equipping stores to enable customers to order a product that is not present in-store through their smartphone or in-store digital devices			✗
Equipping stores with the “scan-and-go” in place of the “stop-and-go” process to enable customers to save time in the checkout line			✗
Equipping sales staff with digital devices to develop relationships with in- and out-store customers (e.g. WhatsApp Business; app)			✗
Offering hyper-personalised advice and tailor-made services using technology			✗
In-store experiential immersion strategy
Designing stores where customers are immersed in unusual and exceptional settings to experience real game sensations			✗
Providing customers with a new community-based brand experience by accessing experiences, content, and services (e.g. personalised discounts) that are guided digitally throughout the store			✗
Designing stores to stimulate in customers discovery and learning behaviour as well as immersive experiences			✗

In-store strategies using technology to meet customers' expectations	Classification of the strategies
	Physical strategies	Digital strategies	Phygital strategies
In-store technology-driven sales strategy
Giving customers the possibility to order in-store and receive the order in-store or at home	✗
Reproducing the advertising campaign via a projector at the entrance to the store with videos related to the product being launched	✗
Customer relationships development strategy
Organising events (e.g. to promote a new product) to virtually relate customers with the (product) creator/designer or the celebrity		✗
Smart store creation strategy
Equipping stores with digital devices or favouring the use of personal smartphone in-store for product information, purchases and payments			✗
Technologically equipping stores to enable customers to order a product that is not present in-store through their smartphone or in-store digital devices			✗
Equipping stores with the “scan-and-go” in place of the “stop-and-go” process to enable customers to save time in the checkout line			✗
Equipping sales staff with digital devices to develop relationships with in- and out-store customers (e.g. WhatsApp Business; app)			✗
Offering hyper-personalised advice and tailor-made services using technology			✗
In-store experiential immersion strategy
Designing stores where customers are immersed in unusual and exceptional settings to experience real game sensations			✗
Providing customers with a new community-based brand experience by accessing experiences, content, and services (e.g. personalised discounts) that are guided digitally throughout the store			✗
Designing stores to stimulate in customers discovery and learning behaviour as well as immersive experiences			✗

Source(s): Table by authors