From Screen To Store: How Gen Z’s Phygital Shopping Experience Is Changing The Game

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Gen Z values convenience and engagement, seamlessly navigating between online browsing and in-store visits. As they demand a shopping experience that caters to their preferences, businesses are adapting to meet their needs. When you're browsing through a store's website on your phone while standing in front of the same brand's physical display, you might be checking reviews online or using an app to unlock an in-store discount. For Gen Z, this mix of online and offline shopping isn't just convenient, it's the new way to shop.

To give you another example maybe, you're scrolling through your favourite online store, adding items to your cart, but instead of waiting for delivery, you walk into the brand's nearby shop to try on an outfit in person. This is how Gen Z shops today, a blend of the physical and digital worlds, also known as "phygital."

It's fast, seamless, and totally on trend. As this tech-savvy generation redefines how they interact with brands, phygital shopping is quickly becoming the new normal, changing the way we all think about retail. Curious to know how it works? Let's know more -

What is "Phygital Shopping"?

Gen Z's shopping style is all about blending the physical and digital worlds-what we call "phygital." This term, coined by Chris Weil in 2007, perfectly captures how this generation uses their smartphones to browse and compare products while they're in stores. A recent study shows that Gen Z loves to do their research across both online and offline channels, making sure they're confident in their purchases. They might start shopping online and complete their purchase in-store, or vice versa, making their shopping experience as smooth and flexible as they are.

The Recent Study

A recent Snapchat study known as "The $2 Trillion Opportunity: How Gen Z is Shaping the New India," dives into the shopping habits of Gen Z, showing how they're blending online and offline shopping like pros. Born between 1997 and 2012, these savvy shoppers strike a cool balance between the convenience of digital shopping and the hands-on experience of traditional retail.

Gen Z: Redefining Shopping as a Social Experience

Unlike earlier generations, Gen Z sees shopping as a social activity. They love involving friends and family in their decisions, often sharing photos and chatting about options before settling on a purchase. This generation tends to follow trends rather than stick to specific brands, relying heavily on influencers and content creators for discovering new products. As Pulkit Trivedi, Managing Director of Snap Inc. India, puts it, their platform lets brands connect with Gen Z at various points in their shopping journey to achieve important business goals.

Examples of Phygital Shopping Experience

For a more deeper understanding, here are a few examples of phygital shopping experiences offered by some top retail brands -

Nike - Nike has embraced the phygital trend by blending online and in-store shopping experiences to create personalized customer interactions. In cities like New York and Los Angeles, they've set up neighbourhood focused pop-up shops and exclusive member-only stores that offer customized goodies based on local trends.

Nike's stores also use data from online purchases to tailor in-store offerings, boosting loyalty and attention. A standout feature of the Nike House of Innovation is that shoppers can use the NikePlus app to pre-select items, which will be automatically delivered to their lockers or fitting rooms for trial, saving time.

Gucci - Gucci's flagship store in Milan offers an immersive retail experience with 4K and 5K imagery displayed on 50 large LCD screens. Shoppers can watch runway videos, pause, rewind, and use hand gestures to select items they like. These items are then sent to their mobile devices, and customers can alert a sales assistant to reserve them once they've made their choice.

Chanel - Chanel enhanced its flagship stores with AR smart mirrors in the fitting rooms, offering a seamless shopping experience. Customers use an app to select clothes and book appointments where you can try your selected outfits, with the items automatically delivered to the fitting rooms. The digital mirrors let shoppers zoom in on product details, blending technology with a personalized touch.

Adidas - Adidas is incorporating a phygital experience in its stores, particularly in its New York flagship, which features interactive displays, virtual try-on stations, and RFID (Radio Frequency Identification) enabled products. They've also introduced AR (Augmented reality) enhanced stores for launching new shoe collections. By blending physical and digital elements, Adidas aims to create a unique, immersive shopping experience that sets them apart from competitors and encourages purchases.

Phygital shopping is all about blending the best of both worlds-bringing digital ease into the physical shopping experience. From ordering online and picking up in-store to trying on clothes virtually or using QR codes for more info, it's all about making shopping smoother and more interactive. Whether it's mobile payments or smart mirrors, these innovations let everyone, especially the Gen Z shop in a way that feels seamless, flexible, and fun.