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Consumers live a cross-channel experience with their favourite brands. Businesses must accept this reality or face the risk of extinction. Their shopping experience starts with what they see online and somewhere along the way they receive targeted offerings on their mobile which culminates in making their purchase at the store. Because the consumer’s shopping journey has become omnichannel, retailers must embrace the new-use cases and design a relevant phygital strategy.

Through data analytics, the customer’s omnichannel journey can be understood, tracked, analyzed and ultimately improved to deliver a unified experience. The difficulty lies in the retailers’ ability to connect their points of sale and step into the era of phygital, to merge all channels. In this context, Wi-Fi proximity marketing is the initial step of a much larger project.