The Phygital Shopping Experience: An Attempt at Conceptualization and Empirical Investigation

Belghiti, Sara; Ochs, Adeline; Lemoine, Jean-François; Badot, Olivier

doi:10.1007/978-3-319-68750-6_18

Cited by 40 publications

(50 citation statements)

References 22 publications

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“…Now, the instrumental value of technology for tourists has two main facets: those that determine the improvement of their interaction with the attractions of the destination (incorporated into their smartphone) [48] , on the one hand, and those that influence the emission and reception of information of their interest, in online and on time mode (the social media) [43] . There are technological applications implemented by destinations with greater valuation power for the STD by the tourist than others [19] . Only some give a higher power, while most of them are already seen by the tourist as presupposed, that is, of assumed existence as obvious.…”

Section: Discussionmentioning

confidence: 99%

“…Effectively, ICT moves from being a mediator of experiences to understanding their core, Cocreation and ICT combine to form a holistic, immersive and pervasive experience [16] . The term Physical describes the symbiosis of physical space and virtual space [18] : "The physical experience consists of hybridizing the physical and digital components at the same time and in the same place" [19] .…”

Section: Introductionmentioning

confidence: 99%

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Smart tourism destination, physical experience and rural tourism

Ballina¹

2020

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The STD paradigm must consider the relevance of technology, not only as a management component, but also as an attribute of the tourist experience at the destination. The concept of physical experience is emerging as an important challenge for the design of each STD, and there may be relevant differences between types of destinations.This paper studies the STD/Physical binomial as the case of the chicken and the egg. It is based on field work in a rural destination, and builds a model that defines and values the concepts of Utility and Value of Technology for its visitors, integrating the main current technological applications in the STD.The results allow us to observe how mobile, online/ontime technology is a permanent part of the tourist behavior, and of the creation of a new type of personalized experience that.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Smart tourism destination, physical experience and rural tourism

Ballina¹

2020

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“…For a complete understanding of the differences and similarities between the organization of trade in the framework of physical, phygital, and digital consumer behavior, a comparative Table 1 was compiled by analysis of different sources [6][7][8][9][10][11][12]. Create a personalized proposal based on digital footprint analysis A person strives to get the greatest benefit from using the Internet, nevertheless a transition is currently taking place when the consumer is not yet fully ready to abandon physical interaction with the retailer in favor of online shopping.…”

Section: Theoretical Fundamentals For the Descriptions Of The Phygital Environmentmentioning

confidence: 99%

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

Mikheev

Krasnov

Griffith

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Currently, the interaction of the consumer and the retail market on the basis of the digital technologies could be described from the point of view of open innovation concept. The article aims to prove the advantages of mixing two separate formats of the interaction between the seller and the consumer in online and offline. The scientific approach to the developing of the so-called phygital environment (physical plus digital) could be considered as a research gap. The definition of the phygital environment regards the innovational concept being used in marketing practice but has not been described in scientific publication yet. The article examines the peculiarities of interaction between consumers and sellers in the framework of their interaction in the phygital environment. The concept of pop-up stores is analyzed as a new format of advertising interaction with the consumer. The authors have proposed a model of an end-to-end analytics system for assessing the effectiveness of a pop-up store in the framework of the interaction of participants in the turnover in a phygital environment. The proposed model has been tested and the efficiency of opening a pop-up store has been evaluated with and without the proposed model. The main marketing indicators and potential effects from the implementation of the proposed system for the company’s activities, in general, in the field of marketing are evaluated. The authors have studied the prospects for both development and automation, as well as the formation of the system of personalized marketing for companies, which implements the concept of interaction with consumers within the framework of the phygital environment.

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“…In this paper, we review relevant findings from the literatures on retail consumer purchasing behavior, including work on the underlying psychology and neuroscience that helps to explain it, in order to better understand the role that technological innovations, including digital sensing technologies and the rise of augmented and virtual reality, can play in compensating for challenges that arise out of the digital purchasing environment. Presumably, these technologies hold potential to combine many appealing features of the "in person" purchasing experience with the ease of digital search and payment, an exciting and increasingly common combination that has recently been referred to as a "phygital revolution" [9]. Implicit in the excitement about phygital marketing is that physical experiences provide unique value above and beyond what can be offered via digital means.…”

Section: Introductionmentioning

confidence: 99%

Defining the Phygital Marketing Advantage

Johnson

Barlow

2021

JTAER

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Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the two can galvanize sales. However, the specific sources of this marketing potential remain undertheorized and the factors determining the appropriateness of such implementations remain unclear. Based on an extensive review of relevant literatures, we begin by considering a particularly important potential source of phygital marketing’s power. Specifically, we bring together findings from consumer psychology and neuroscience to provide a mechanistic account explaining how the combination of reduced “pain of payment”, facilitated by digital purchasing technologies, and the product attachment generated by real or simulated product experiences prior to purchase holds the potential to increase sales. We then propose a more general theoretical framework grounded on a review of primary and secondary research findings from consumer psychology and consumer neuroscience to explain the potential power of phygital marketing experiences, account for their unique value, and provide a platform for future research. The paper equips both academics and practitioners with a better and more scientific understanding of the practical dimensions of phygital commerce and lays a foundation for future enquiry.

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The Phygital Shopping Experience: An Attempt at Conceptualization and Empirical Investigation

Cited by 40 publications

References 22 publications

Smart tourism destination, physical experience and rural tourism

Smart tourism destination, physical experience and rural tourism

The Interaction Model within Phygital Environment as an Implementation of the Open Innovation Concept

Defining the Phygital Marketing Advantage

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