Synthesis: Phygital - The Dawn of a New Age of the Senses

Digitization has given rise to completely new shopping opportunities that can quickly become a (perceived) threat to brick-and-mortar retail. The discourse too often revolves around an "either or." Phygital describes the best of both worlds - physical and digital. With phygital business models, entirely new worlds of experience can be developed that have the potential to replace the (laborious) compulsory purchase. The first step is to remember the original strengths of stationary retail: social contact, curation, immediacy, advice, experience and trust. The next step is to make targeted use of digital services to make the shopping experience even more pleasant for the customer. With a clear value proposition, it is possible to skilfully set impulses again and move from being a driven to a shaper.