The combination of richness of the cyberworld and the experience stemming from the history of trading in stationary stores are key elements of the trend behind phygital word. Bold use of technology in a showroom may effectively transform a visit in a store into an unique experience.
Phygital allows to take a better look at preferences and needs of a customer who visits a stationary shop. It allows to get to know the product range of a specific brand in a stationary store and newly installed technologies enable to examine more carefully choices of consumers than ever before. Interactive shelves which react when we pick up a specific item to examine it more closely? LED screens which present information about inspirations, origins or make-up of clothes and accessories, and about possible arranging? It is not only a technological novelty, but a quite real direction.
An interesting example can be a flagship store of American brand True Religion, opened on June by a famous London street, Carnaby. The brand associated with jeans invested in phygital, creating a light, two-story showroom but keeping an element of intimacy. The central point is a „kitchen table”. The employee of the store meets there with the client not only to make a purchase, but also to talk beforehand about expectations and reach agreement by a symbolic table.
The second visible phygital element in the space of the store are LED screens, installed in the front of the entrance to the store. Five screens display movies from True Religion shows. Screens are on twenty four hours a day, visible for pedestrians through a glass showcase all day and all night.
Ergo Store company is open to challenges associated with phygital. We offer our customers a complex service in the field of design and arrangement, starting from planning strategy of selling brand and concept services, through 3D visualisations which allow to realistically view the future look of designed space, to detailed executive projects which allow to faithfully render the vision of the customer in a real space.
(photo: True Religion)
The time of increased caution associated with the coronavirus pandemic has resulted in the suspension of several projects we were working on in the first quarter of 2020.