Abstract
Retail digitization of its business processes is expected to enhance overall customer experience levels. Boosted by technological convergence led innovation, the retail business ecosystem is expected to transform. Digital advances with access to big data can factually integrate digital and physical shopping experience, while offering omni-channel benefits. High speed 5G Internet will synergize with technological advancements like Big Data, Internet of things, Cloud computing, Virtual and Augmented reality, Autonomous robots, Mobile payment data, Geolocation tracking, CRM and much more which can thus offer unique and differentiated customer shopping experiences. Research confirms that a hybrid digital and physical retail channel strategy is a symbiotic relationship. Hence, ‘Phygital’—a hybrid fillip to enrich exchanges and interaction during shopping is expected to offer a more cohesive experience. The integration of—physical (the point of purchase, its merchandise, etc.) and digital infrastructure (touch screens, synchronized screens, virtual fixtures, Near field communication—NFC cards, etc.) at the same time and in the same place can fuse a digital and physical experience. The presented inductive research is an attempt to understand leveraging of creative and technological digital competence to elicit favorable behavioral responses from consumers while stimulating their emotions by unifying extensive off-line assets.
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Maurya, M., Dixit, S., Zaidi, N., Dharwal, M. (2022). The Phygital Dimension: Redefining Rules of Retail Success Through Technological Convergence. In: Choudhury, A., Singh, T.P., Biswas, A., Anand, M. (eds) Evolution of Digitized Societies Through Advanced Technologies. Advanced Technologies and Societal Change. Springer, Singapore. https://doi.org/10.1007/978-981-19-2984-7_9
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