Discovering the phygital customer experience: which digital technologies influence leading companies’ processes?

Domenica Barile, Giustina Secundo and Pasquale Del Vecchio

European Journal of Innovation Management, 2025, vol. 28, issue 10, 5078-5103

Abstract: PurposeThe new “Phygital” (physical plus digital) customer experience combines the physical with the digital channel, creating a unique, interactive, immersive and personalized “onlife” experience for customer. Beginning with this premise, the research aims to analyse the importance of Phygital technologies when applied within physical stores to enhance the customer experience, creating the Phygital Customer Experience.Design/methodology/approachThe study employed a qualitative and exploratory multi-case study to examine 19 leading world companies belonging to different private and public organisations. They were specifically linked to the retail and fashion, tourism, food and cultural heritage sectors.FindingsFindings reveal the most suitable Phygital technologies for improving each customer experience phase (pre-purchase, purchase and post-purchase), designing a comprehensive customer journey in different industries. A final framework is then proposed which represents the customer’s experience cycle. It allows managers to choose the most suitable digital technologies, combining the physical and digital channels to create an interactive and personalized consumer experience.Originality/valueThe Phygital concept is promising from a multidisciplinary perspective integrating technological and managerial issues, with several implications on customer experience and companies’ strategic processes.

Keywords: Digital transformation; Phygital technologies; Customer experience (CX); Digitalisation; Primary process; Phygital customer experience (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-08-2024-0887

DOI: 10.1108/EJIM-08-2024-0887

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