Marketing Serving Consumers 5.0

Have the physical experience to change current marketing trends. And the tendency to focus any business strategy around the consumer is proof of that. Until recently, digital marketing alone worked well for businesses, but amidst so much advancement in technology, some of the most profitable methods for digital campaigns are no longer as effective…

Users are constantly changing their interests and it is clear that they need more and more stimuli to be attracted and understood by brands. While looking forward to new generations of consumers, companies undoubtedly need to innovate in marketing resources, therefore building physical experiences for better interaction with customers. This type of strategy combines the actions of the digital world with the physical world to stimulate all of the users’ senses as much as possible. If you want to know what this topic is and how you can apply it, then continue reading this article where we will tell you everything you need to know about it.

What is a physical experience?

The physical experience involves combining digital strategies in each brand’s physical store. It is oriented towards the use of innovative technology which makes the consumer experience while interacting with the brand unique and unmatched. Phygital experiments can be done in a number of ways, the most important of which is to be able to apply the most appropriate technologies to the brand’s niche market and target audience that would benefit from it.

For the physical experience to be positive, the technologies with which the user interacts in the store must facilitate certain processes or actions. For example, they should facilitate their access to a product or make their visit to the store more satisfying and interactive.

Lastly, the biggest advantage of implementing this type of strategy is that the user gets a good impression of the signal. The idea is that customers benefit along their journey, that they discover new ways to interact with products and that they meet their needs. This is undoubtedly the ideal formula to motivate the customer to keep coming back.

Phygital Experience vs. Digital Experience

Today, it is true that a large majority of users prefer to buy products online, but there is a hindrance in this practice that prevents close contact with the consumer. Since the dawn of the digital age, many consumers have recognized the shortcomings of e-commerce in aspects such as advice and human touch, which is why there are currently concerns about mitigating this type of problem.

The 5.0 consumer has been described as the new age customer, represented by the rising generations, who are characterized by high expectations when it comes to customer relationships. In the age of the tech boom, it is hard to impress them through online methods alone. This is why many brands are turning to other resources to combine the best relationships and 360-degree customer experience that can be provided in a physical location, with the most innovative technologies that facilitate the process of customer service.

Many brands have chosen to implement a multi-channel strategy where customers can choose the means by which they want to make their purchases, which is why there are physical stores, online stores, shopping through social networks, etc. . For the 5.0 customer, the differences between physical store and e-commerce site are not visible. Hence the digital strategy goes a step further and merges online and offline channels to give the consumer the best version of the business.

Technologies for physical experience

Physical experience is still a new concept, but large companies are starting to implement this strategy to anticipate their customers’ future needs and always give them the best impression. Some of the most widely used techniques to provide a healthy experience include the following:


Beacons are devices that store information about products, structures, companies, among many other sources. Using Bluetooth, they can transmit relevant product information to users around them via smartphones or multimedia devices. Plus, it generates data that the business can use to better take advantage of the products it sells.

RFID (Radio Frequency Identification)

RFID is an innovative technology that replaces common product labels. These tools have the ability to provide a range of data on the product ranging from information such as size, stock, forms of use and frequency of purchases to data related to the logistics of the same. This is a great help both for companies, as it allows them to have accurate inventory in a matter of minutes, and for the users for whom it offers many advantages and features at the time of purchase.

This type of technology is used in “smart fitting rooms”, then mirrors are connected to RFID and make the customer’s experience more complete and satisfying: they provide him with useful data to improve his purchases. , for example by telling him which pieces to combine or even when he can wear the garment among many other tasks.


The Kinect is a special mirror technology capable of recognizing and interacting with the human figure through the products in the store. This is especially useful for clothing stores.

augmented reality

Augmented reality is another technology that can produce an amazing physical experience. This allows spaces to be recreated through tools, by observing how products interact or look in a certain place or on a certain person. This allows a better understanding of the product and even increases the possibility of comparing it with other products that are in the application recommendations.

Examples of companies using physical experience


Nike is one of the big brands concerned with recreating a physical experience for customers in their stores, allowing each user to interact with the products and making their purchase 100% satisfactory.


Ikea is a great example of how brands can use virtual reality and augmented reality to optimize their customers’ purchases and make them happy by personalizing every detail of their products and shopping experience.

go amazon

Amazon Go is one of the most technologically advanced stores for the health experience. It maximizes the customer experience by saving time without queuing up to make payments and getting recommendations for future purchases.


Phygital experience is a trend that has gained momentum in recent years and is expected to grow. The use of advanced technologies, in addition to helping the company optimize its investments, allows the customer to feel greater recognition and greater empathy towards the brand which now better understands its needs and simplifies its purchasing processes. does.

With the ever-changing consumer, we need to import some of the technologies present in physical stores to build customer loyalty and increase the likelihood of repeat purchases in our business.

About the Author

Michele Hernandez: Member of the Communications and Marketing team of and Habitium.Fr –

Education: Degree in Psychology – Master in Neuromarketing and Big Data.


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