Phygital Experiences: Bridging Online and Offline Channels to Enhance Customer Journeys

Abstract

In today’s rapidly transforming retail landscape, the convergence of physical and digital experiences—referred to as “phygital”—is reshaping how customers interact with brands. The phygital model seeks to deliver seamless and cohesive customer journeys that integrate digital convenience with physical immediacy. This study explores the effect of phygital experiences on customer satisfaction, engagement, and loyalty among urban consumers in Mumbai. A quantitative survey of 500 respondents was conducted using structured questionnaires distributed both online and offline. The research identifies key psychological and experiential dimensions influenced by phygital touchpoints, such as consistency across channels, personalization, and technology use. Statistical analysis reveals that customers who experience unified online-offline interactions report higher satisfaction and repeat purchase behavior. The findings offer critical insights for retailers aiming to optimize customer journeys in an increasingly hybrid commerce environment. The study concludes with actionable recommendations for implementing scalable phygital strategies, such as real-time inventory systems, app-b