Brand experience creators have long been told to ‘think digital’. How better to engage with an audience that consumes content via a screen? Yet, surveys have shown that while the online world may be where we spend the majority of our time, many people miss physical interactions. However, there is a level of seamlessness and convenience in the digital realm that doesn’t always translate into the real one.

Enter Phygital. More than indiscriminately introducing tech touchpoints to an actual brand interaction, Phygital looks at the where a consumer experience can be enriched by marrying the best of physical and digital. For example, Amazon Go supermarkets in the USA removed one of the most tedious parts of shopping (waiting in line) while retaining the most important – being able to see, touch and feel products.

Five years ago, the Rebecca Minkoff fashion brand revealed a flagship store where interactive screens were used to allow shoppers to create lists of items to try on. When ready, shoppers receive a message telling them which changing room they can find their items in. Inside, they can request different sizes and also get suggestions of similar styles, additional colours and more. Not only does this technology improve the customer experience, it has influenced the brand’s collections by gathering data on what shoppers are trying on and how they mix different pieces. Rebecca Minkoff’s Phygital strategy helped the store post sales of over 200% higher than what would have been expected prior to implementation. They achieved this by understanding what the customer actually wants – and that is more than a touchscreen.

It’s not just bricks and mortar stores who are taking advantage of technology. GOAT, the online sneaker retailer, launched an Augmented Reality function on their app to let customers ‘try on’ some of the world’s coolest shoes without having to step into a physical store.

Phygitality is also growing in the travel and experience sectors. Last year, Singapore Airlines relaunched their app to make it (and by extension, the brand) more relevant to life beyond booking and check-in. The Capture & Discover feature uses image recognition and language processing to identify user intent, match it to a destination and display deals as well as content. Measure Your Baggage determines the size of luggage to make sure they fit within cabin regulations; Translation Assistant uses real-time voice translation and the app can even help you bookmark in-flight movies so users can pick-up where they left off – perfect for frequent fliers!

Millennials, Generation Z and Generation Alpha are savvy consumers who crave authenticity. A brand can’t just say, they have to do. With the market as crowded as it is, there is very little to stop these consumers from simply switching to Brand B because it offers a more holistic experience both online and offline – despite legacy associations with Brand A.

Phygital is more than just omnichannel brand experiences. It is about identifying different touchpoints on the customer journey and working on enhancing them without losing out on a brand’s overall purpose – to meaningfully connect with its customers.

Insignia Worldwide is a branding, design and communications agency specialising in the destination development sector and the experience economy.