The ‘phygital’ experience as protection against the virus... and the financial crisis • eTailing Summit | Forum Events Ltd
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  • The ‘phygital’ experience as protection against the virus… and the financial crisis

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    By Limontek

    Over the last several years, the ‘phygital’ marketing strategy (i.e., physical plus digital) has been gaining ground. This trend in the retail world aims to provide consumers with an enhanced in-store shopping experience that reaches into the digital world. Entirely focused on customer requirements, this strategy is geared to enrich physical outlets with digital technologies.

    As only part of a system that employs techniques to increase customer knowledge, the phygital solution is a vehicle for achieving greater customer loyalty, thereby leading the way to the omnichannel experience.

    Whether during lockdown, at the end of lockdown, or during the transition back to work, we’ve found that brands that have started offering digital payment transactions are doing much better than others that haven’t. Considering the health safety rules applying to shops and businesses, keypad payment has become problematic, and its days may be numbered.

    Some players in the payment world are offering turnkey solutions allowing consumers to manage all their transactions and payments, whether online or in-store, including all online and offline payment methods that can use contactless technologies.

    Contactless payment systems: more secure than credit and debit cards

    Contactless payment ceilings are strictly limited on bank cards simply for security reasons. With the increase in fraud over recent years, many users have lost confidence – and so have financial services. Fraud compensation is clearly becoming more and more difficult. Conversely, payments by NFC and QR codes require unlocking a smartphone using either a fingerprint, optics, or a code to validate the transaction.

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