Research: The Intersection of Physical and Digital Commerce

Research: The Intersection of Physical and Digital Commerce

Let's get phygital

The pandemic changed shopping—accelerating ecommerce as locked-down shoppers turned online. What’s next? Shoppers want it all—the best of brick-and-mortar shops, digital tools and social interactions. To succeed in the new commerce reality, marketers need to create a fluid omnichannel strategy by merging the best of physical, digital and mobile channels.

To find out more about how brands view this new phygital world, Adweek Branded, in association with Inmar Intelligence, conducted an exclusive survey of over 160 marketers. The report, “Finding the Sweet Spot Where Physical and Digital Commerce Intersect,” examines the new priorities of brands and how they’re planning for shifts in shopping behavior.

The research uncovered:

  • The disconnect between marketers and shoppers: 55% of marketers said their top priority is enhancing their customers’ online commerce experience. But pandemic-weary consumers in a separate Inmar survey said they crave shopping in brick-and-mortar stores.
  • Technology is an obstacle. 46% of surveyed marketers cited having the right technology to create the optimal omnichannel experience as the biggest obstacle to overcome.
  • The need for agility: With consumers shifting constantly between physical and digital channels, marketers emphasized the importance of staying agile and moving campaigns seamlessly across phygital channels.

Find out the five actions you can take now to deliver the ultimate phygital experience for your customers—download the report today.