Exploratory Analysis of the Impact of Phygital on the Customer Experience

المجلة: AI and Data Engineering Solutions for Effective Marketing-IGI Global

سنة النشر: 2024

تاريخ النشر: 2024-07-26

Over the past few years, the world of commerce has undergone lightning changes, both in terms of content and form, driven by the democratization of NICT usage. This transformation has led to the emergence of new behaviors, new players, new distribution concepts, and a new shopping experience. The presentation of the commercial offer has given rise to a new in-store experience for customers. The latter can be a source of satisfaction, and consequently of purchase intent. Considering the consumer as a being in search of a sensitive experience, phygital tools combined with experiential marketing have become an essential weapon used by companies to make consumers feel they are living a pleasant and unique experience, provoking in them a sense of belonging and loyalty.