Retailers have been working on enhancing their omnichannel capabilities for years. However, customers are becoming increasingly demanding, putting pressure on the retail sector to think more in terms of seamless, digitally-enabled customer experiences. From this, we are seeing brands and retailers take the step into exploring how to truly blend the digital and physical channels. Ideas around the store of the future and the possibilities of the ‘phygital’ are being experimented with from well-known brands and retailers like Farfetch, Nike, Zalando, and Pro:Direct.
If you would like to learn more about how other brands and retailers across Europe are tackling the challenges around ‘Phygital’, and what experiments are ideas are currently being tested in the European landscape, you can check out our digital roundtables.