For consumers, shopping in 2022 is better, faster, and stronger — thanks in part to a blending of the physical and digital experience. However, for brands and retailers this transition to phygital means a more complicated role in building meaningful, monetizable relationships with their shoppers.
Changes to the decades-old commerce formula have littered the path-to-purchase with new experiences, new touchpoints, and new interactions between retailers, brands, and consumers. The pandemic only served to accelerate these changes.