Phygital

What is phygital?

Definition of phygital

Phygital is a term derived from the combination of the words "physical" and "digital". It refers to a marketing and sales approach aimed at seamlessly integrating the physical and digital environments to offer a fluid and interactive customer experience.

Phygital is a strategy used by many brands and stores to attract and retain their customers, such as with click and collect. While consumers usually purchase and pay for their products in a store, click and collect involves making purchases online before picking them up at collection points in the store. Phygital can therefore simplify the purchasing process by ordering products on different channels, such as mobile devices from social networks, computers from a website, etc.

Phygital in retail responds to the new needs of consumers, and this is also the case for employees who now aspire to new expectations and needs.

Phygital in the workplace

The concept of phygital is also present in the world of work in order to meet the new expectations of companies and employees. It transforms work environments by integrating technology to improve employee productivity and efficiency. Phygital also promotes flexibility at work, allowing employees to work remotely while maintaining a relationship of trust with their employer.

The employee experience is enriched through digital tools. The management of work-related data is optimised for a better understanding of employee needs and resource utilisation.

The phygital work experience

In a professional environment, phygital evokes a work experience that integrates:

• Physical elements: workspaces, offices, collaborative workplaces
• Digital elements: remote communication tools, online project management platforms and virtual collaboration technologies

The balance between the physical and digital world

Phygital seeks to create a harmonious balance between the physical and digital worlds, allowing workers to access resources and services seamlessly, whether they are in the office or working remotely. This promotes a more flexible work experience that meets the new needs of Employees.

Phygital tools and technologies

Phygital tools and technologies are designed to connect Employees, regardless of their location, while providing access to essential information and data. This may include video conferencing applications for virtual meetings, file sharing platforms, a digital online project management solution or a digital collaborative workspace for document writing.

The advantages of phygital

• Work flexibility: phygital allows employees to choose how and where they work, whether they are in a third-party location or in the office
• Improved collaboration: thanks to real-time communication tools and collaboration platforms, teams can work together, whether they are physically present in the same location or spread across the world
• Optimisation of the workspace: the phygital model allows companies to optimise the use of their physical office space, as it can be organised and shared more efficiently by employees, thereby reducing real estate costs, particularly through flex office
• Accessibility and availability of resources: employees have access to information, resources and services at any time, regardless of their location, improving efficiency and productivity

Phygital has disadvantages that many brands must also take into account.

• Technological challenges: implementing a phygital approach may require more or less significant investments in digital technology and staff training
• Data security: digital connectivity can expose the company to security risks, including cyberattacks and data breaches, requiring appropriate security measures to be taken

In summary

Phygital, used in both commerce and the world of work, connects the physical and digital worlds in a harmonious way. This combination offers an enriched work experience. With the help of technology, phygital improves employee productivity and flexibility to create a more collaborative and productive environment, even remotely.