Phygital: the retail transformation that will define the future of the sector

A more fluid experience for consumers and the adoption of the phygital model; this is the winning retail that already starts Christmas sales

The resumption of flow to physical commerce, combined with the proximity of one of the main dates for retail, Christmas, brings with it good expectations. According to projection made by CNDL (National Confederation of Shopkeepers) and by SPC Brasil (Credit Protection Service), Christmas 2021 should move approximately R$ 68,4 billion in the economy. In the wake of this movement, there are also major changes for the sector. Among the challenges is the investment in multiple service channels, the creation of a EXPERIENCE more fluid for consumers, and the adoption of the phygital in your business.

Mandatory actions on the board of every retailer that seeks growth, recognition and loyalty for the next few years. In this evolutionary process we have already noticed some signs. The share of online retail in total sales rose to 21,2% in the first half of this year (from 9,2% before the pandemic, according to the Fundação Getulio Vargas). This is why many experts point out that the future of a retail winner is in this intelligent junction between the physical and the in digital.

Virtual maps and gamification as a trend

Good examples begin to emerge. One of them is the Casas Bahia megastore in São Paulo. With more than 18 thousand m², the brand's new point of sale, located on Marginal Tietê, works as a laboratory for innovations and retail to be replicated on other units on the network.

According to the company, the focus is on the “customer experience”. The project has a gaming area, spaces for cooking classes, a mini movie theater and kids' facilities. The immersion in retail phygital starts with an interactive virtual map, using the technology of indoor GPS.

By scanning the QR codes spread by totems in the store, the customer has quick access to the digital map with the location of all points of interest in the store, without the need to download or install any application. “In addition to having a view of everything that is available in the megastore, visitors will be able to trace routes to any of the points they want to visit or find the products they are interested in”, highlights André Raccah, CMO at ZaptTech, the company that created the solution.

Also part of the model phygital a digital gamification experience, which aims to engage and encourage visitors to get to know the space completely, with a “treasure hunt” inspired by the famous game of “Pokemon Go”. Customers can walk around the store and hunt for virtual clones of the Casas Bahia character (CBs) spread across the virtual map that emerge from the geolocation. Finding the 21 CBs, the customer will win a gift. “This will be the first experience with gamification inside a physical store. Later, we will be able to use the resource to hunt for discount coupons, for example”, projects Roberto Fulcherberguer, CEO of Via, owner of the Casas Bahia and Ponto chains.

Wi-Fi becomes smarter

To leverage this change, the smart use of Wi-Fi is one of the solutions that bring together all the opportunities to increase business visibility in the retail. Before, what was limited to offering internet access to customers, is now integrated into the companies' marketing and communication plans to improve the customer experience with the brand.

A tech combined with other platforms, it facilitates the sending of promotions and information at the point of sale, allows to know the habit of the public, the frequency of visits, mapping and flow of people, satisfaction surveys, among other mechanisms that provide an effective and personalised.

Experts claim that physical store it is not just another point of sale, but “a place of experimentation”. Undoubtedly, using connectivity and data collection to know the consumer's profile it is possible to offer a personalized service and offer experience.

Aureo Fittipaldi, managing partner of Think Digital, a company of the Tecnoset Group, which combines wi-fi infrastructure with data intelligence, points out the Monetization of wi-fi as a completely new media Custom. “The best connection flow, data, layout and content is chosen before the user accesses the internet, all from a complete dashboard”, he explains. “This allows the shopkeeper to have the same information that e-commerce has today and, in this way, he is able to talk and draw the public's attention much more effectively”, he points out.

At this point, it is worth remembering that the new laws on access to information define the non-capture of personal data without authorization. However, the collection of basic information (anonymous data), without identification, can already be performed by wi-fi sensors, beacons or cameras. Once, with the user's permission, the merchant connected to the customer can then send data about personalized and more relevant products and advertisements.

Americanas SA recently launched the Ame Go unit, a Tom Jobim International Airport store, also inspired by the phygital. The store operates through artificial intelligence and wifi. Cameras, sensors and computer vision establish the relationship with consumers. To buy, it is necessary for the customer to download the Ame Digital app, which allows access to the store through QR Codes. Cameras use the app with body movement recognition and sensors and scales identify the products selected and removed from the shelf. Payment is made through the app. No service, no queue, fast and safe.

It is the trend highlighted in the report “The Future of Ecommerce: The Road to 2026”, defined as the concept of hyperlocality: The emergence of optimized technologies that help consumers explore, compare, buy and pay through the medium of their choice.

as well pointed out Roberto Meir, CEO of Grupo Padrão, in a recent article on the sector, “a new game begins, now that is the focus on the consumer experience and the use of a whole range of technological resources to support the purchase decision. The winning retailer will be the one that offers the best experience across all channels and consumer touchpoints.”

Source: Modern Consumer