The phygital 5 examples ofmarketin operationsg

What is phygital? This term refers to the combination of digital world to the physical world : phy(sical)(di)gital. This technique is part of an approach of omnichannelity, this means using several channels. It is true that with the multiplication of distribution channels and communication materialscompanies need to adapt in order to offer a rich customer experience and attractive. In addition, the consumption habits and purchase are changing. Thus, for meet the needs of their customers, companies are adapting, notably by offering additional services. But how does the phygital materialise in reality, and what are today's companies putting in place? We tell you everything!

1) Application and advertising poster

This can be compared to Burger King to the boss of the marketing operations. The famous fast-food chain is bursting at the seams with creativity to always offer innovative and exciting new concepts. Among the various operations implemented, the company used in 2019 the augmented reality to... "burn" its competitors, yes you heard right!

To achieve this, Burger King has integrated a button into its application that allows a competitor's poster to be captured and burned. The ultimate goal is to earn current and potential consumers a voucher for a free whopper. As a result, 500,000 whoppers are distributed, and only 1 per consumer.

The campaign, which is called "Burn This Ad is based on a strong element of the brand: fire. It was only introduced in Brazil to promote the new technological tool Burger King Express Pre-order and pick up your order without too much waiting, ideal!

For this campaign, Burger King made perfect use of augmented reality. It is by combining the advertising posters and augmented reality via its application, that Burger King has set up an attractive and innovative phygital action.

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2) Immersive catalogue

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The immersive catalogue is an increasingly coveted tool. Both for its ease of use and for the unique immersive experience it offers, it is beneficial for brands to implement this type of catalogue. Indeed, consumers can simply take their smartphone or tablet and view the products in the catalogue in 3D. This technology is based on augmented reality. It allows brands to immerse consumers in their world and take them on a journey. This is what is being done by Jouéclub for its Christmas catalogues. With its slogan "The magic of Christmas is coming to your JouéClub...", the brand clearly wants to make children dream.

How do they do it? All they have to do is scan the pages of the catalogue to have access to the product sheets of the toys, have 3D animations, "game" challenges to take up, the possibility of creating a gift list, and even share it with their family, or follow a Disney treasure hunt: multiple functions, each more innovative than the next. Immersive catalogues of this type are thus blurring the boundary between the real and virtual worlds: a challenge taken up!

3) 3D representation

The health crisis has had a strong impact on e.commerce and consumer habits. Many brands have seized the Covid as an opportunity to reinvent themselves and offer complementary physical and digital services: this is notably the case for Lego !

According to the group, Consumer sales in 2020 increased by 21% compared to the previous year. Indeed, the health crisis accelerated the sale of bricks, particularly via the Internet. These sales compensated for the closure of the physical shops, and helped to cope with the many changes caused by the health crisis.

The brand wishes to continue this alliance between the physical and the digital through various actions. In particular, it uses augmented reality in Lego Stores. To do this, the brand has set up a "Digital Box". causing a "green" to appear on the screen. 3D representation of the Lego box selected by the customer. Visualising the product in advance, and putting it into action, allows reassure the customer on its future purchase.

4) In-store interactive kiosk

Thunderstone is a marketplace that allows multi-brand shops to ensure that their customers find the product they want, and that brands no longer miss a sale!

In particular, the brand has set up a showroom in the Decathlon store in Limoges: an iunique phygital initiative which has never before been set up by the company. This space of 15 m2 brings together 7 French sports brands with eco-responsible values. Samples of items, never presented by Decathlon are made available to customers to complement the range of products sold by the company.

The interactive terminal available to customers is linked to the brands' e-commerce stock. This allows customers to order directly the product they have selected. Thus, they have access to the entire catalogue of the brands displayed in the showroom. This 100% phygital experience optimises space, as there are no storage constraints, while sending the ordered product directly to the customer's home.

This new arrangement allows Decathlon to welcome new brands to its brand, increase its sales volume while allowing brands to acquire a new distribution channel.

5) Postal letters

Currently in an era of e-mails and mass mailing, it is necessary to reinvent oneself and in particular to preserve one's customer relations. Manuscry is a company that offers to send handwritten cards to its customers. For loyalty campaignsor even acquisitionThe sending of this type of card really allows to personalise the customer experience. Thus, you will find here a real alternative to the e-mail much more authentic, personalised and therefore effective.

For the festive season, Filter Maker worked with Manuscry. The aim was to send a card to our customers to thank them for the collaborations established, and the trust granted. Thus, the card contains a handwritten note, personalised to the customer, and a QR Code at bottom right.

The QR Code is a 2 dimensional barcode. Scanned by smartphones and tabletsIt allows you to be redirected to a page, a website for example, in order to communicate additional information.

When the customer scans the QR code, an Instagram filter appears with various dynamic elements to thank the employees for their trust: the ideal way to combine the physical map and the AR experience.

If you would like to know more about the creation of filters, etc., do not hesitate to contact our experts.