Bring together the physical and digital stores, brands are now building Phygital stores. E-commerce has been rapidly growing, but customers till prefer shopping inside a brick-and-mortar store, as they cannot achieve the same sensory experience online. 

Phygital technology in stores helps brands offer unexpected experiences to shoppers. Unconventional services are offered, that enhance the customer journey and give them more reason to come shop with the brand. A two-way interaction between a brand and a customer at the store, that transcends the limits of the physical walls, helps brands give a continued service to the customer - extending beyond the realms of the physical store. 

Personalisation is the keyword in the industry today, and every customer wants to be treated as an individual having their own needs and desires. Brands can understand this behaviour deeply through all channels, and give the customer a unique experience. And this is why, the interaction in a physical store is also important since every channel must be tracked, analyzed and personalized. 

In today’s competitive world, the actual product is just a part of a brand’s offering. What truly sets a brand apart is the service they offer. A remarkable in-store service can create customer loyalty. It is more challenging to win over new customers than it is to retain them. Technologies harnessing the power of big data are making customer retention easier. Data must be compiled and analyzed from different sources and used to derive contextual information in regards to customer preferences and behaviour. 

This report looks at how retail brands are using this new technology to enhance customer experience in-store and give them a customized service.