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VOL. 2, ISSUE 1 (2026)
Phygital marketing strategies and consumer engagement: Bridging the gap between physical and digital retail experiences
Authors
Dr. J Umadevi
Abstract
The integration of
physical and digital channels, termed integrated physical-digital marketing,
has become a planned imperative for retailers seeking to deliver smooth,
high-value consumer experiences. This study examines the impact of integrated
physical-digital marketing strategies on customer interaction and involvement
within the Indian retail sector. Using a descriptive study conceptual model,
data were collected from 100 respondents through a structured questionnaire
administered both digital and in-store. Key variables measured included
in-store digital experience, digital–in-store integration, personalization, and
speed and convenience. The results show strong positive correlations between
all dimensions of integrated physical-digital marketing and customer
interaction and involvement, with speed and convenience (r = 0.74) and in-store
digital experience (r = 0.72) emerging as the most influential factors. The
results underscore the significance of integrating technology-enhanced in-store
experiences with efficient, consistent digital touchpoints to foster
engagement, satisfaction, and loyalty. The study reinforces Service-Dominant
Logic, Customer Experience, and Technology Acceptance Model viewpoints,
offering both theoretical and managerial implications for retailers.
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Pages:114-117
How to cite this article:
Dr. J Umadevi "Phygital marketing strategies and consumer engagement: Bridging the gap between physical and digital retail experiences". International Journal of Applied Review
, Vol 2, Issue 1, 2026, Pages 114-117
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