Consumers are a scrappy, resilient bunch. As the COVID-19 pandemic raged worldwide, shoppers learned to make the best of a difficult situation by shifting their shopping experiences to digital channels. This migration resulted in almost immediate developments in tech like Buy-Online-Pick-Up-In-Store (BOPIS), curbside pickup, grocery delivery, and various other blended conveniences — all of which work to integrate digital convenience into the physical shopping experience.
Are marketers meeting shoppers’ phygital needs?
Yes and no.