Are we forgetting reality?

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Are we forgetting reality?

Phygital is the latest buzzword that everyone should be familiar with. But what is phygital and how is it actually used?

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What is phygital?

Let's start from the beginning. Phygital is a blend of the words digital and physical, meaning both digital and tangible.

Phygital is a description of the user experience with a brand that exists in both the physical and digital world. Being phygital, for example, means offering the option to purchase items online and then pick them up in person. Have you ever visited an online store that seemed to have everything you need, with a premium in-store experience, only to find out you had to pick up your items from a warehouse with the store's logo printed on an A4 sheet of paper? That's an example of a store that hasn't fully embraced the phygital brand experience.

Phygital is a blend of the physical and digital world. It's a philosophy and strategy that doesn't distinguish between a website providing information or a salesperson you can talk to. Phygital focuses on transforming the overall user experience through the physical world in line with their expectations. It reduces confusion and uncertainty by eliminating any disconnect between the digital and tangible experiences.

Digital strategy and reality

The point is, in our rush to embrace the digital world that many had to dive into in 2020, we sometimes forget that we can't offer one experience online and another in reality. The danger with the digital world is forgetting the tangible. The digital world should SOLVE problems, not create work and stress, or disconnect from your brand's experience.

For example, many websites use chatbots, but are they solving problems or creating them? Has the chatbot become an obstacle to overcome to get to the solution or even a search engine?

The role of phygital thinking is to recognize that there is no difference between what the user wants when they come to a website and when they come to you.  

How do you think phygitally?

It is simple to solve problems with a phygital focus. First, you need to ask yourself three questions:

  • Are the needs of the user different in the electrical and physical world?
  • Is there a difference in level of service on the web or in person?
  • Does the website create the same brand as the real world?

The answers to these questions should lead you forward and make you think about what actions you can take to reduce the gap between the electronic and the tangible. Phygital is not a methodology that will reshape the world, but these are ideas that we need to keep in mind to create the best possible service to improve the user experience.

Put phygital into account!

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