Phygital Experience (and beyond)

Throughout history we find milestones in technological progress which, in turn, have a causal effect on changing the channels of diffusion, consumption and interaction of information between companies and consumers.

The massive replacement of the priority (and/or preferred) channel by a new one(s) directly impacts the companies' strategies, which must anticipate, evaluate, analyze, and define the changes and/or adaptations they need to make to maintain their competitiveness in the market.

If we add to this the continuous evolution of the spectrum of consumers (diverse, polarized, and singular), whose behaviors, expectations and needs differ and determine their purchasing attitude, it becomes clear the challenge and importance of establishing and implementing a correct corporate digital strategy.

Where people go, brands follow

The latest technological advances, especially those in the field of voice assistance and augmented/virtual reality (have you heard about the “metaverse”?), place us in a new cycle. On this occasion, the turning point not only considers the diversity of channels, but also has one more aspect to consider: The interface

COVID-19 has also accelerated the transformation of the digital experience with technology such as contactless interfaces, forcing companies to become beta constant (or time-varying).

As brands and retailers look to the future, there is no choice but to think beyond web, mobile, POS and social media, and prepare for the immersive future that’s already here because … real-world retailers are not just setting up shop and creating digital versions of its collections for video games (Roblox, Fortnite, …) but also entering the metaverse.

A new door is open for brands who dare step through it.

Digital Experience Strategy

Even if normal ecommerce businesses will also still have their own operations, this change of cycle will inevitably lead to changes in brands' digital experience strategy.

Some of the most relevant aspects (not the only ones) to be analyzed and for which action measures should be taken will be:

Omnichannel Management

With the number of channels growing and the expectations around content going up (modern consumers demand an experience that motivates them to buy), organizations need to have capabilities to expand their channels and accommodate buyers wherever they are.

A content hub is the answer, I mean, one single source of truth for all content and assets.

Future-proof Commerce

A composable, headless, and API-first commerce solution is key if you really want not just to prepare your stores for all sorts of different media and virtual formats, but also to ensure optimized and consistent buying experience across the different sales channels.

Is your company ready to address the challenges ahead?

Let's talk!