Combining online and offline! 74% of Italian consumers start phygital mode

Phygital is composed of physical and digital   It is a combination of two words. It is a shopping model that combines online and offline entities.

Through the phygital model, sellers can accurately locate consumer preferences and offer discounts based on the customer flow analysis system. In addition, the phygital model provides a virtual reality experience so that consumers can fully understand the actual product before ordering, so as to avoid regret after purchase.

According to a recent joint survey by Bva Doxa and Salesfore, 30% of Italians are very satisfied with the physical shopping experience, but believe that the physical store experience still needs to be improved. In addition, during the epidemic period, consumers are restricted from buying in stores.

As the e-commerce market continues to advance, the traditional e-commerce model can no longer meet the current consumer needs. Phygital has attracted more attention from consumers during this period and is increasingly occupying an important position among consumer groups.

The popularity of the Internet and smart devices has promoted the rapid development of e-commerce. Italy has fully entered the digital economy era. Phygital consumption patterns have also become popular in Italy and are used in clothing, beauty salons, furniture decoration and other fields. According to reports, 74% of consumers in Italy used the phygital model to shop last year.

Data shows that in the phygital model, clothing is the most popular category among consumers, accounting for 28%, followed by electronic products and the beauty industry, accounting for 24% and 21% respectively.

The report also pointed out that 86% of Italian consumers believe that through phygital's online data, they can timely optimize the discounts and promotions in physical stores and improve the in-store experience. In addition, nearly 77% of consumers said that they can find products at their ideal price through phygital.

According to the Salesforce Shopping Index, Italy ranked first in Europe and fourth in the world in terms of e-commerce growth rate in the first quarter of 2021. The phygital shopping experience combines the physical and digital worlds, conforms to the development of the e-commerce market, and is conducive to promoting sales of online and offline business sellers. It also allows buyers to enjoy the online discounts and convenience while having the experience of shopping in physical stores.

Phygital

Italy