The role and opportunities of Phygital in the digital omni-channel strategy

This project master thesis aimed at increasing global awareness of the emerging concept of Phygital through the creation of the “Phygital Factory” and evaluating the effectiveness of Phygital by answering the following research question: “The integration of Phygital channels into a brand’s omni-channel strategy: an effective way to improve the on-site customer experience and increase a brand’s revenue?“ To be able to give a complete answer to this research question, we analysed the behaviour and the different needs of today’s customers. Moreover, we evaluated the added-value of implementing an omni-channel strategy in today’s very competitive context. Finally, we found there remains a missing link between the digital channels and the physical channels of an omni-channel and that the implementation of Phygital channels could be a promising solution to this gap.