The implementation of a phygital experience begins by changing the way we approach the customer journey. In a strategy of this nature, the customer journey ceases to be a linear and unidirectional phone number list path and becomes a discontinuous and omnidirectional itinerary in which the customer is constantly alternating between different touchpoints, both online and offline.
Two clear examples that illustrate the above are the ROPO and showrooming phenomena . ROPO (Research Offline, Purchase Online) refers to a widespread trend among today's consumer. The customer goes to a physical location to find out about a specific product, being able to see and touch it, and then purchase it online.
On the other hand, showrooming refers to the opposite phenomenon. The customer searches for product information online and then goes to a better-informed physical location. In the following video from Workshop Contract, you can see a clear example of this phenomenon. In a physical space geared towards the contract sector, where innovative and avant-garde materials can be seen first-hand. Through a series of landing pages and audiovisual content for social networks , it invites its customers to physically visit its showroom.
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These two marked trends only reinforce the need to have our online and offline marketing strategies correctly aligned .
