Summary
Contents
Subject index
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Phygital Luxury Consumption Experiences: A New Paradigm
Phygital Luxury Consumption Experiences: A New Paradigm
Introduction And Scope
The customer experience is lived as a continuum between the physical place and the digital space, creating a new phygital (a portmanteau of physical and digital) environment. “Phygital” is a term that appeared in 2013 in the business sector and refers to a physical point of sale that integrates the data and methods of the digital ecosphere in order to improve turnover. By digitizing the point of sale, companies seek to optimize the effectiveness of their business strategy and attract new customers. The phygital context can be characterized by the installation of touch terminals offering different applications, including real-time price verification, or the perusal of an interactive catalog. Connected ...
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