“零售商需要在所有渠道上建立个性化的体验，以适应不断变化的消费者偏好，而将实体领域和数字领域结合起来是实现这一目标的好方法，”Formation的联合创始人兼首席执行官克里斯蒂安·塞尔乔-汉森(Christian selchauc - hansen)告诉《电子商务时报》。
原文：The pandemic has exposed one fundamental, seemingly contradictory reality: people like to shop online, but they also crave in-person experiences.
This era has also made clear that there's an answer to this conundrum: to provide shopping experiences that combine both physical and digital elements. Also known as "phygital" experiences, these strive to give customers the best of both the online and in-person worlds.
"E-commerce is brilliant; however, it fragments the user journey and the understanding of the customer for retailers," Sergio Iacobucci, product marketing director for Qubit, explained to the E-Commerce Times. "A 'phygital' experience aims to bring those two worlds together. Providing a connected and coherent cross-channel experience is what's expected from customers today, and if you meet those expectations, they will reward you with their loyalty."
Consumers, in other words, want a blend of experiences across channels.
"Retailers need to build personalized experiences across all channels in order to adapt to changing consumer preferences, and combining the physical and digital realms are a great way to do that," Christian Selchau-Hansen, co-founder and CEO of Formation, told the E-Commerce Times.
"A fully-omnichannel experience satisfies and excites customers when executed correctly, while retailers benefit from customer willingness to keep coming back," he added.
It's not that phygital experiences are new, exactly, but rather that they are becoming increasingly important in attracting, engaging, and retaining clientele.
"Customers were already traversing digital and physical shopping channels, and the global pandemic has only accelerated this shift," Klaudia Karcz, customer success manager for Dynamic Yield, explained to the E-Commerce Times. "Retailers have had to adapt how they run their shops, creating more immersive in-store experiences focused on safety and a personalized, premium service for those who enter the store."
原文作者：Vivian Wagner • E-Commerce Times • ECT News Network