"PHYGITAL" WORLD

Digital transformation has been in our lives at least for 20 years now. Retail is no doubt one of the most affected sectors during this transformation. Everything that can be transformed has already been transformed. Yet, we still prefer to have the physical shopping experience and 85% of the shopping is done in stores. We want to touch what we buy and feel its texture. We spend time with our families and friends and we enjoy it. Yet, it should be taken in consideration that 95% of all the shopping transactions are an outcome of both physical and digital platforms. Even when we wander around the store aisles we have our smart phones in our hands. We compare the prices, view other alternatives or we order online within the store. Even though we can’t let our physical shopping habit go, our virtual world is much stronger and broader. Stores are on the edge of phygital transformation. Physical and digital worlds converge and become phygital. We’re talking about physical experiences with digital traces on it. Mirrors transform themselves 1, objects start to talk 2, stores become phygital 3, checkouts transform 4 and the lights find their voice 5.