Description: The phygital experience refers to the fusion of physical and digital interactions, creating an environment where both dimensions complement each other to enhance customer engagement. This concept aims to provide a richer and more immersive experience by leveraging technology to enrich traditional interactions. In an increasingly digitalized world, the phygital experience becomes a key strategy for brands looking to connect more effectively with their consumers. The main characteristics of this experience include personalization, interactivity, and immediacy. By integrating physical elements, such as brick-and-mortar stores or events, with digital platforms like mobile apps or social media, companies can offer a smoother and more engaging customer journey. The relevance of the phygital experience lies in its ability to adapt to changing consumer expectations, who seek not only products but also memorable experiences that combine the best of both worlds. In this sense, the phygital experience not only enhances customer satisfaction but also fosters brand loyalty by creating deeper and more meaningful connections.
