What is phygital?

When talking about a phygital strategy, marketing and retail experts try to connect the physical world with digital experiences. Most of the time they try to bring the best parts of the digital world into physical stores or events, but it also works the other way around – bringing something purely analog into the digital world. Some examples of phygital experiences in retail are digital kiosks, QR-codes, live-video-shopping, as well as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) used in stores. But phygital is not limited to these examples, a social media campaign engaging customers to rush into the stores immediately, can also be a phygital event.