{"id":15350,"date":"2021-07-19T10:43:14","date_gmt":"2021-07-19T08:43:14","guid":{"rendered":"https:\/\/www.mmcompany.eu\/the-importance-of-phygital-in-the-brand-experience\/"},"modified":"2024-06-19T12:01:53","modified_gmt":"2024-06-19T10:01:53","slug":"the-importance-of-phygital-in-the-brand-experience","status":"publish","type":"post","link":"https:\/\/www.mmcompany.eu\/en\/the-importance-of-phygital-in-the-brand-experience\/","title":{"rendered":"The Importance of Phygital in the Brand Experience"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15350\" class=\"elementor elementor-15350 elementor-3750\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-549bcef e-flex e-con-boxed e-con e-parent\" data-id=\"549bcef\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e9d43b3 dce_masking-none elementor-widget elementor-widget-image\" data-id=\"e9d43b3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 17-10-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1333\" src=\"https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-5-1.jpg\" class=\"attachment-full size-full wp-image-18212\" alt=\"\" srcset=\"https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-5-1.jpg 2000w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-5-1-300x200.jpg 300w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-5-1-1024x682.jpg 1024w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-5-1-768x512.jpg 768w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-5-1-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f488ab1 elementor-widget elementor-widget-heading\" data-id=\"f488ab1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 17-10-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h3 class=\"elementor-heading-title elementor-size-default\">Overview<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3fab30 elementor-widget elementor-widget-text-editor\" data-id=\"e3fab30\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 17-10-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>In the increasingly competitive high-end landscape, brands are embracing a revolutionary evolution in how they interact with customers: &#8220;Phygital.&#8221; This revolutionary concept combines the digital world with the physical experience, offering customers an exciting and engaging journey through the world of luxury brands.<\/p><p>\u00a0<\/p><p>Phygital represents a natural evolution of marketing strategy for brands, including luxury brands. Traditionally, luxury has been associated with exclusive physical experiences, the unique atmosphere of high-end shops and superior personalised service. However, with the advent of the digital age, it has become essential for luxury brands to embrace technology and online to remain relevant and competitive.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-92a0e02 elementor-widget elementor-widget-heading\" data-id=\"92a0e02\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">A Holistic Consumer Experience<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0af2f8a elementor-widget elementor-widget-text-editor\" data-id=\"0af2f8a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The integration of digital and physical also allows luxury brands to offer a holistic experience to their customers. Digital interactions bring consumers closer to the brand, creating an emotional connection from the initial stage of the shopping experience. Luxury brand websites can be curated to represent the brand&#8217;s elegance and appeal, guiding visitors on a visual journey through their distinctive products.  <\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ca99144 elementor-widget elementor-widget-heading\" data-id=\"ca99144\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Personalisation at the Click of a Button<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c4bd29d elementor-widget elementor-widget-text-editor\" data-id=\"c4bd29d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Phygital enables luxury brands to collect valuable data on their customers through digital interactions. This data can be used to personalise the customer experience by anticipating their preferences and offering targeted recommendations. For example, customers could receive suggestions on complementary products based on previous purchases or receive exclusive invitations to special events based on their preferences.  <\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ccdb97d elementor-widget elementor-widget-heading\" data-id=\"ccdb97d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Augmented and Virtual Reality<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b8b834 elementor-widget elementor-widget-text-editor\" data-id=\"2b8b834\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Augmented reality (AR) and virtual reality (VR) are powerful tools in the luxury sector. They allow consumers to experience products in a virtual environment, for instance by trying out furniture or simulating the laying of a surface. This immersive experience further drives interest and engages customers on a deeper level.  <\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-486878f elementor-widget elementor-widget-heading\" data-id=\"486878f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Physical Points of Sale Reinvented<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-047e407 elementor-widget elementor-widget-text-editor\" data-id=\"047e407\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While the digital world is playing an increasingly important role in the consumer experience, physical points of sale remain essential for luxury brands. However, their function is evolving. Physical shops are being rethought as places of experiential interaction, rather than mere points of sale. Retail spaces must become unique places where customers can touch, try and immerse themselves in the brand experience.   <\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5ba6e0c e-flex e-con-boxed e-con e-child\" data-id=\"5ba6e0c\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-3ccff80 e-flex e-con-boxed e-con e-child\" data-id=\"3ccff80\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-37ac42a dce_masking-none elementor-widget elementor-widget-image\" data-id=\"37ac42a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1166\" height=\"1166\" src=\"https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-3.jpg\" class=\"attachment-full size-full wp-image-11886\" alt=\"\" srcset=\"https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-3.jpg 1166w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-3-300x300.jpg 300w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-3-1024x1024.jpg 1024w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-3-150x150.jpg 150w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-3-768x768.jpg 768w\" sizes=\"auto, (max-width: 1166px) 100vw, 1166px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f1ecabf e-flex e-con-boxed e-con e-child\" data-id=\"f1ecabf\" data-element_type=\"container\" data-settings=\"{&quot;container_type&quot;:&quot;flex&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d3b1702 dce_masking-none elementor-widget elementor-widget-image\" data-id=\"d3b1702\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1166\" height=\"1166\" src=\"https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-7.jpg\" class=\"attachment-full size-full wp-image-11887\" alt=\"\" srcset=\"https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-7.jpg 1166w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-7-300x300.jpg 300w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-7-1024x1024.jpg 1024w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-7-150x150.jpg 150w, https:\/\/www.mmcompany.eu\/wp-content\/uploads\/2021\/07\/MM-Company-backstage-articolo-7-768x768.jpg 768w\" sizes=\"auto, (max-width: 1166px) 100vw, 1166px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54cd243 elementor-widget elementor-widget-heading\" data-id=\"54cd243\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The vision of MM Company<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-81b98ee elementor-widget elementor-widget-text-editor\" data-id=\"81b98ee\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>At MM Company we work to create a symbiotic collaboration between the digital and physical worlds, rather than viewing them as two separate dimensions. The digital must extend and enhance the physical experience, and vice versa. For example, an initial visit to a physical shop could then be transformed into a series of online repurchases, thanks to a loyalty programme. Or an online simulation via augmented reality could result in a visit to the shop to touch the product. In an increasingly connected world, the integration of digital and physical thus represents an unprecedented opportunity for luxury brands. Harnessing the power of phygital enables the creation of an engaging and memorable experience for customers, bringing them closer to the brand on several fronts. Adopting this philosophy can grant luxury brands a competitive advantage, allowing them to thrive in a future where technology and human experience meet.      <\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Lorem ipsum dolor sit amet, consectetur adipiscing elit. 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Mauris in erat laoreet cursus dui a, pellente.<\/p>\n","protected":false},"author":1,"featured_media":18212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,102],"tags":[104,105],"class_list":["post-15350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visione","category-vision","tag-design-en","tag-music-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Importance of Phygital in the Brand Experience - MM Company<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mmcompany.eu\/limportanza-del-phygital-nellesperienza-dei-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Importance of Phygital in the Brand Experience - MM Company\" \/>\n<meta property=\"og:description\" content=\"Lorem ipsum dolor sit amet, consectetur adipiscing elit. 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