More and more companies and brands are aiming to conquer young Millennial and Generation Z consumers through phygital: this expression (physical + digital) refers to the integration between the physical, brick-and-mortar store and the virtual world, just a click away, increasingly interconnected even in shopping experiences.
Successful Phygital: A Winning Case
One of the most representative examples of marketing success phygital is the one implemented by a giant like Amazon, leader in online sales. Two important steps, in view of phygital, were the opening of its pop-up stores and the acquisition of “physical” and long-known companies, for example Whole Foods, specialized in the distribution of natural food products in the USA. In this way, Amazon has allowed its customers to choose, communicate, order, receive, pay on the channel they prefer, physical, digital or both. Purchasing habits and needs of Millennials and Generation Z kids are revolutionizing the approach of many companies. Turn to a student agency like UniversityBox, with a student platform of 300k enrolled students and 2,000 operational ambassadors, to communicate products and services and to make experiences live.
What Millennials and Gen Z Like Most About Phygital
Another example of campaigns of phygital marketing is that of Tesco, which reproduced the shelves of a supermarket on commuter trains by offering the possibility of choosing the products to buy by scanning a QR Code and then having the shopping delivered to your home. The idea of 1-800 Flowers was also successful, which transformed birthday thoughts sent via Facebook into bouquets of real flowers to be delivered to the home of the celebrant at the end of the day. Phygital is the best way to satisfy a demanding, hyper-connected consumer who seeks to satisfy their needs through multiple platforms, as is the case of Millennials and Generation Z: young consumers who seek, even when purchasing a product or service, immediacy, immersion and interaction, reality. Are you a company and are you looking for some highly innovative marketing initiatives for university students? Contact University Box.