Phygital. A new buzzword we need to get used to. There’s no doubt physical and digital channels are better together and combined offer greater opportunities. What does it mean for brands and customer experience? It’s the opportunity to deliver a customer experience in more locations away from the store; product display is portable, thus less stock and samples; fresh ways to capture the customer’s attention (eg interactive window displays); moves mobile from being a channel to a tool to follow the customer experience across all channels. Without it, brands can miss on valuable customer insight!