{"id":1783,"date":"2021-03-30T15:35:28","date_gmt":"2021-03-30T19:35:28","guid":{"rendered":"https:\/\/yorkandchapel.com\/cn\/?p=1783"},"modified":"2023-03-29T18:05:08","modified_gmt":"2023-03-29T22:05:08","slug":"phygital-digital-physical-marketing","status":"publish","type":"post","link":"https:\/\/yorkandchapel.com\/cn\/blog\/phygital-digital-physical-marketing\/","title":{"rendered":"Let\u2019s get Phygital&#8230;"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><h2 class=\"lead\">No, we didn\u2019t fall asleep on the keyboard. Phygital is a real word. And a real marketing opportunity.<\/h2><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quite simply, Phygital is the merging of physical and digital marketing. Phygital brings together physical strategies with digital applications to create seamless, complementary experiences in both worlds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which makes a lot of sense. Because if your brand personality is different online from your personality in the physical world, your customers will be as confused by your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some statistics we found on how consumers interact digitally and physically.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.konstructdigital.com\/marketing-strategy\/phygital-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">63% of shopping<\/span><\/a><span style=\"font-weight: 400;\"> begins online, but 49% of people still prefer shopping in physical stores.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.conundrummedia.com\/82-percent-check-phones-in-store-before-purchasing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">82% will browse<\/span><\/a><span style=\"font-weight: 400;\"> on mobile even while they\u2019re in a physical store, looking for reviews or deals even before speaking with a sales associate.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And offline spending that\u2019s been influenced by a mobile experience has <\/span><a href=\"https:\/\/www.business2community.com\/mobile-apps\/2018-mobile-marketing-report-stats-need-know-01959574\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">exceeded $1 trillion<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Interesting, right? Now you can see how important it is to share the same brand voice and carry over the same experience from online to in-store.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 id='at-york-chapel-we-ve-been-making-things-phygital-for-years'  id=\"boomdevs_1\" ><span style=\"font-weight: 400;\">At York &amp; Chapel, we\u2019ve been making things Phygital for years.\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To help launch Nikon\u2019s AW1 Sports Camera, we launched a digital adventure drive. Inviting camera enthusiasts to enter our AWdventure contest with the most captivating picture winning a trip to Chile. Together with our retailers, we snapped up 161,000 entries, 6,000 tweets, and 28,450 leads. Leads that Nikon retailers turned into in-store trials.<\/span><\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-1875\" style=\"padding-top: 15px; padding-bottom: 30px;\" src=\"https:\/\/yorkandchapel.com\/cn\/wp-content\/uploads\/sites\/3\/2021\/03\/YCBlog_2021Q1_img_phygical-3.jpg\" alt=\"\" width=\"1600\" height=\"800\" srcset=\"https:\/\/yorkandchapel.com\/cn\/wp-content\/uploads\/sites\/3\/2021\/03\/YCBlog_2021Q1_img_phygical-3.jpg 1600w, https:\/\/yorkandchapel.com\/cn\/wp-content\/uploads\/sites\/3\/2021\/03\/YCBlog_2021Q1_img_phygical-3-300x150.jpg 300w, https:\/\/yorkandchapel.com\/cn\/wp-content\/uploads\/sites\/3\/2021\/03\/YCBlog_2021Q1_img_phygical-3-1024x512.jpg 1024w, https:\/\/yorkandchapel.com\/cn\/wp-content\/uploads\/sites\/3\/2021\/03\/YCBlog_2021Q1_img_phygical-3-768x384.jpg 768w, https:\/\/yorkandchapel.com\/cn\/wp-content\/uploads\/sites\/3\/2021\/03\/YCBlog_2021Q1_img_phygical-3-1536x768.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" title=\"\">\n<p><span style=\"font-weight: 400;\">For Culturelle, we turned Phygital into a force for good. Working together with the leading probiotic brand in the US, we created the \u201cBe good Inside\u201d campaign. Asking consumers how they support their well-being while doing good for others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then we transformed these positive digital messages into physical acts of kindness. Each submission in the digital space was converted into a meal donation to the World Food Program USA. The winner of the \u201cBe Good Inside\u201d sweepstakes was even awarded a volunteer vacation. That felt pretty amazing.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 id='if-you-re-wondering-how-one-of-the-world-s-biggest-brands-is-doing-phygital-we-can-t-think-of-a-better-example-than-nike'  id=\"boomdevs_2\" ><span style=\"font-weight: 400;\">If you\u2019re wondering how one of the world\u2019s biggest brands is doing Phygital, we can\u2019t think of a better example than Nike.\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">new flagship Nike store on the corner of Fifth Avenue in New York City is a colossal 68,000 square foot workout wonderland. It\u2019s also packed with brand-new customer experiences and spaces that are personal, responsive, and customizable.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"Inside Nike&#039;s New Futuristic Store | Fast Company\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/52nLywJeMRU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u201cImagine the website, live,\u201d John Hoke, Nike\u2019s Chief Design Officer, calls it. \u201cThe future of retail is going to be less fixed, more fluid, and hyper-responsive to consumer trends and needs.\u201d The Nike app and Nike Plus allow customers to interact with the store, bringing the physical and digital worlds together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019d like to find out more about making your brand more fluid and more interactive between physical and digital, we\u2019d love to talk to you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, if you\u2019d just like an opinion on what color Nike Alphaflys you should buy, we\u2019re here for that too.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quite simply, Phygital is the merging of physical and digital marketing. Phygital brings together physical strategies with digital applications to create seamless, complementary experiences in both worlds. Which makes a lot of sense. Because if your brand personality is different online from your personality in the physical world, your customers will be as confused by [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":1876,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13,15],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/posts\/1783"}],"collection":[{"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/comments?post=1783"}],"version-history":[{"count":11,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/posts\/1783\/revisions"}],"predecessor-version":[{"id":1899,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/posts\/1783\/revisions\/1899"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/media\/1876"}],"wp:attachment":[{"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/media?parent=1783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/categories?post=1783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yorkandchapel.com\/cn\/wp-json\/wp\/v2\/tags?post=1783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}