Concerns that have persisted for a long time that e-commerce will ultimately lead to the complete elimination of high street retail are now being called into question. It is true that brick-and-mortar retail establishments have remained among the most enduring components of our towns and cities; but, why is this the case? It is possible that the prolonged dominance of the shopping center among a large number of consumers may be ascribed, at least in part, to the fact that the owners of such venues are prepared to implement measures that successfully combine the digital and the physical. The era of global supply chain consultant businesses is also that of the ‘phygital’ shopping center, which has enhanced the customer experience while also drawing new and repeat customers by really embracing digital. At the same time, this shopping center has also improved the consumer experience. At one point in time, the combination of the offline and online worlds would have seemed to be something right out of a science fiction movie; yet, it is really the reality of the shopping center experience that many people enjoy today. What’s in a name? Phygital is an example. The implications of ‘phygital’ make themselves known long before a consumer goes around a store, even if many of the most casual shoppers in shopping centers do not necessarily make a deliberate effort to notice them. An example of this would be wireless parking sensors, which may offer cars with real-time information on available parking spots. Additionally, interactive maps and digital displays might be used to direct customers around a shop after they have entered the establishment. The client may get location-based marketing communications that encourage them to visit certain businesses even before they pick up an item off a shelf. These messages may motivate the customer to visit such establishments. The actual act of purchasing a product may also be improved and made more efficient by the use of various measures, such as click-and-collect service desks, mobile and tablet-based point-of-sale systems, and other similar technologies. Additionally, the majority of shopping centers now provide a variety of additional services and systems that bring the utmost convenience to smartphone users. These include free high-quality wi-fi, free charging points, and personalized offers and money-off discounts that can be accessed through dedicated apps. To what extent does the ‘phygital’ technology have a future? The transition of the shopping center from a physical to a “phygital” one is not yet complete. There is little doubt that the digitalization of the retail landscape has brought about a fundamental change to every aspect of the customer purchase journey. This change has brought about a significant change. Faster payment methods, wearable technology, a more immersive shopping experience through the use of location-based targeting, and an almost seamless merging of the offline and online worlds are all likely to play an important role in the ‘phygital’ shopping center that will emerge in the years to come. In any case, the answer to the question that was presented before is something that can only be determined by the passage of time.
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