As the name suggests, digical is the merging of two forms of consumer interaction - the physical retail environment and the digital touchpoints that have rapidly evolved to meet customer needs. So how is it done and what are the benefits?

The spaces are designed to consider the movement of consumers through the space. This includes counters for payments, aisles for product placement, shelves and shared spaces for merchandising of sales and other promotional items. 

With the rise of ecommerce, consumers can now shop across a range of touchpoints beyond the store - web, email, social platforms across a range of platforms and devices. Shoppers enjoy greater convenience, deeper personalisation and a multitude of choices to deepen the customer experience.

Many of the drawbacks of physical or digital shopping are overcome by merging them for an enhanced omnichannel experience. This includes more fulfilment options and greater capacity to reframe the in store experience (e.g. without the need to stock all inventory, what could the shop floor like to better serve customer needs?).

Lately, the term ‘digical’ (also called ‘phygital’...all the same!) has emerged as the extension of omnichannel which is really the fusion of digital convenience and physical experiences. The structures of different channel journeys and the hard rails that define each, with their associated hand offs, manual intervention, customer service, sales and return processes - digical is a fusion into one customer experience defined by more seamless and unified systems, products and processes driving the provision of retail shopping.

Digical Retail - What is it & Why does it matter?

Examples of digical fusion shopping can be found in multiple digital innovations finding their place in the physical store setting, to keep up with consumers who now move faster and demand more from their shopping experience:

  • QR codes in store, allowing customers to scan products and get information and payment making shopping quick and convenient.
  • Appointment setting, which allows customers to reserve products online to try on in-store. Customers can arrive for a premium experience to find a locker or concierge styled associate for personalised service providing  a fitting or if contactless, unlocked via their cell phone.
  • Mobile check-out in a store can enable customers to buy products without any interaction or checkout queues to drive both convenience and experience shopping.
  • Self serve kiosks, can allow product exploration, check in for appointments, assistance calls, loyalty programme updates and recognition as well as checkout if customers need that. 
  • Mobile wallets which can ensure that checkouts are even faster within the retailer app than a credit card payment - and allows discount codes and loyalty or alliance loyalty programme redemption and earning. 
  • Dynamic, smart and even interactive store video wall windows are often used to catch the attention of shoppers, where interactive product demo or feeds can be displayed, and even virtual reality products as customers interact with the store window.
  • Buy online, pick up in store (BOPIS) options can be provided so customers can pick up items faster and at their own convenience

The digical evolution empowers consumers whilst also giving store associates the tools and data to deliver a consistent, personalized customer experience. How can you innovate your physical environment with digital enhancements?