Phygital is trending: Better customer experiences through AR and interactive displays - Why interactive technologies are changing the world of retail - Image: Xpert.Digital
The future of shopping: Interactive displays and augmented reality in use
Customer experience 2.0: Phygital concepts with AR and interactive displays in focus
Interactive displays and augmented reality (AR) play a significant role in phygital commerce, service and services by connecting the physical and digital worlds and thus improving the customer experience.
In the age of digitalization, physical and digital worlds are increasingly merging, leading to innovative concepts such as phygital trading. In this context, interactive displays and augmented reality (AR) play a crucial role by transforming the customer experience and creating new opportunities for service.
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Interactive displays
Interactive displays, such as touchscreens and digital signage, offer a variety of ways to improve the shopping experience:
Personalization and interaction
Customers can discover products in new ways and receive personalized offers. Interactive displays make it possible to provide information about products and process orders directly on site.
Virtual sales consultants
In stores, interactive touchscreens act as virtual salespeople, guiding customers through the product range and supporting them in purchasing decisions.
Increasing customer loyalty
By providing relevant content and interactive experiences, retailers can strengthen customer loyalty. These displays combine the benefits of e-commerce with the tactile experience of physical shopping.
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Augmented Reality (AR)
AR technology is revolutionizing retail through immersive and interactive experiences:
Virtual product presentation
Customers can visualize products in their own environment before purchasing them. This allows for a better idea of size, design and fit, which is particularly beneficial for furniture or clothing.
Extended product information
AR can display additional information about products directly at the point of sale, making the decision-making process easier.
Increase in sales figures
Studies show that AR technology can significantly increase sales by increasing customer trust in products and helping them make informed purchasing decisions.
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Phygital trade
The term phygital describes the fusion of physical and digital shopping experiences:
Seamless customer journey
Phygital experiences enable customers to move between online and offline channels without experiencing interruptions or inconsistencies in service. This results in a consistent and engaging experience.
Innovative retail concepts
By integrating digital elements such as AR or interactive displays into physical stores, retailers can create a unique shopping experience that is both informative and entertaining.
Interactive displays and AR are helping to transform phygital commerce by providing personalized, immersive and efficient customer experiences. These technologies enable companies to stand out from the competition and increase customer satisfaction and sales.
Interactive displays in phygital trading
Interactive displays are digital screens that allow users to interact with the displayed content through touch or gestures. In phygital retail, they serve as a bridge between the physical and digital worlds by offering customers personalized and dynamic content directly at the point of sale.
A prominent example is the use of interactive shop windows that attract passers-by and allow them to virtually explore products without entering the store. Such displays can offer product information, availability and even virtual try-ons, significantly improving the shopping experience.
Additionally, interactive displays in stores can serve as information kiosks, helping customers find products, showing current offers, or providing customized recommendations based on previous purchases. This not only promotes customer loyalty, but also increases sales figures as customers are guided specifically to products that match their interests.
Augmented reality in phygital trading
Augmented reality augments the real world with digital information, providing an immersive experience that blurs the boundaries between physical and digital space. In phygital retail, AR allows customers to try out products virtually or receive additional information in real time.
A well-known example is the IKEA Place app, which allows customers to virtually place furniture in their home to assess size and design before purchasing. Similarly, cosmetics companies are using AR technologies to allow customers to try makeup products virtually, making purchasing decisions easier and personalizing the customer experience.
AR can also help make packaging more interactive. By scanning a product with an AR-enabled device, customers can access additional content such as application tips, videos or background information about the product, which increases added value and strengthens brand loyalty.
Synergy of interactive displays and augmented reality
The combination of interactive displays and augmented reality creates a seamless phygital experience. For example, interactive displays can be equipped with AR functions so that customers can integrate digital content into their real-world environment using touch or gestures. This makes it possible to display products in different variants or usage scenarios without the need for physical samples.
A practical example of this is the use of interactive mirrors in fashion stores, which allow customers to virtually try on different items of clothing and view them in different colors or styles. This not only reduces the need to physically keep numerous items on hand, but also provides an innovative and time-saving shopping experience.
Benefits for service and services
In the service sector, interactive displays and AR offer a wide range of possible applications. In the catering industry, interactive menus with AR support can provide guests with detailed information about dishes, ingredients and allergens. For example, by scanning the menu with a smartphone, guests could see what a dish looks like or how it is prepared, facilitating decision-making and enriching the restaurant experience.
In tourism, interactive information points with AR functions can provide tourists with additional historical or cultural information about attractions. For example, viewing a monument through an AR-enabled device could display virtual reconstructions of bygone eras or complementary multimedia content that deepens understanding and appreciation of the attraction.
Integration into existing systems
Despite the numerous benefits, companies face challenges when implementing interactive displays and AR technologies. These include integration with existing systems, privacy concerns and the need to regularly update content to stay relevant.
Nevertheless, current trends show that the use of these technologies in the phygital trade and service sectors will continue to increase. As technology advances and consumer adoption increases, interactive displays and augmented reality are becoming key elements in creating unique and personalized customer experiences.
Interactive displays and augmented reality play a transformative role in phygital commerce, services and services. They enable companies to create innovative and immersive experiences that strengthen customer loyalty, increase sales and ultimately provide a competitive advantage in an increasingly digital market.
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