{"id":19410,"date":"2018-09-07T08:00:52","date_gmt":"2018-09-07T08:00:52","guid":{"rendered":"https:\/\/ucopia.weblib-test.com\/?p=19410"},"modified":"2023-10-10T14:24:50","modified_gmt":"2023-10-10T14:24:50","slug":"phygital-strategy-best-practice","status":"publish","type":"post","link":"https:\/\/ucopia.weblib-test.com\/en\/non-classifiee\/phygital-strategy-best-practice\/","title":{"rendered":"5 tips for an effective dive in the phygital world"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_column_text]\n<h2><strong>Our best practices for an efficient Phygital Strategy<br \/>\n<\/strong><\/h2>\n<p>Proximity marketing establishes a direct communication channel with the end user. It delivers a powerful messaging based on the user\u2019s location and preferences, to strategically engage with him. Nevertheless, it is critical to facilitate and encourage the access of all user profiles to the Wi-Fi network. Indeed, <a href=\"\/?page id=19441\" target=\"_blank\" rel=\"noopener noreferrer\">why would users connect to Wi-Fi when they are already logged in to a mobile network?<\/a> The answer is user experience, which is vital to achieve Wi-Fi preference and, subsequently, an efficient phygital strategy.<\/p>\n<h2><strong>#1 Support changing requirements<\/strong><\/h2>\n<p>Hyperconnectivity is not only a reality\u00a0for Millennials, but is also common across all and any age group, including seniors, who have reached technology maturity. The ubiquity of Fiber, 4G, mobile networks and technology devices &#8211; smartphones, PCs, IoT, etc. \u2013 is a powerful driver for change. Retailers, as well as MarCom agencies, should design exclusive offerings to attract customers and visitors to Proximity Wi-Fi services.<\/p>\n<h2><strong>#2 Providing free services<\/strong><\/h2>\n<p>Wi-Fi services, if to be preferred over 4G, must meet a set of essential requirements: free access; value-added services made available to the largest audience; ease of use; <a href=\"\/?page id=19545\" target=\"_blank\" rel=\"noopener noreferrer\">and protection of personal data<\/a>. Without these key pillars, deploying an effective phygital strategy proves to be complex<\/p>\n<h2><strong>#3 Personalized offering<\/strong><\/h2>\n<p>Premium content such as quizzes, discounts or goodies are ideal for encouraging users to connect to a neighboring Wi-Fi service. This connection must allow users to engage into a personalized path: the login page must be simple and secure with an opt-in consentment option. Furthermore, it must also be personalized to the user\u2019s profile &#8211; origin, language, etc. <a href=\"\/?page id=19628\" target=\"_blank\" rel=\"noopener noreferrer\">This is the key to engaging with the audience and earning their commitment<\/a>.<\/p>\n<h2><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-19776\" src=\"https:\/\/ucopia.weblib-test.com\/wp-content\/uploads\/2019\/03\/Pure-players-1024x640.png\" alt=\"L'ouverture d'un magasin physique est-elle n\u00e9cessaire pour les Pure-Players ?\" width=\"1024\" height=\"640\" srcset=\"https:\/\/ucopia.weblib-test.com\/wp-content\/uploads\/2019\/03\/Pure-players-1024x640.png 1024w, https:\/\/ucopia.weblib-test.com\/wp-content\/uploads\/2019\/03\/Pure-players.png 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>#4 Interactivity as a key success factor<\/strong><strong>\u00a0<\/strong><\/h2>\n<p>Social networks and chatbots have given a whole new dimension to customer experience. Today, users discard one-way communications when they use services. <a href=\"\/?page id=19529\" target=\"_blank\" rel=\"noopener noreferrer\">Giving voice to the audience has become essential to optimally engage with it and encourage loyalty<\/a>.<\/p>\n<h2><strong>#5 Leverage geolocation <\/strong><strong>\u00a0<\/strong><\/h2>\n<p>Wi-Fi proximity marketing enables users <a href=\"\/?page id=19577\" target=\"_blank\" rel=\"noopener noreferrer\">to collect and analyze user data via geolocation and geofencing<\/a> (heat and density maps). In the case of brands, having a precise view of the visitor flows makes it possible to redirect such visitors when required, and to provide them with value-added services, such as delivering no-queue passes that will avoid spending too much time in lengthy queues.<\/p>\n<p><strong>Wi-Fi, when leveraged in a consistent way, <a href=\"\/?page id=19441\" target=\"_blank\" rel=\"noopener noreferrer\">can turn into a powerful marketing tool<\/a>. In order to carry out an effective phygital strategy, retailers and agencies must therefore learn to integrate it into their ecosystem. For this, user experience remains essential in triggering and supporting the phygital journey of visitors.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>The phygital strategy: a crucial lever to design its spaces as places of experience to fulfill expectations of the new generation of customers.<\/p>\n","protected":false},"author":35,"featured_media":19417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,2233],"tags":[2268,2269,2315,2306,2318],"class_list":{"0":"post-19410","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-non-classifiee","8":"category-retail","9":"tag-actu-marche","10":"tag-conseils","11":"tag-data-en","12":"tag-experience-client","13":"tag-gamification-en"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.6 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 tips for an effective dive in the phygital world | Ucopia Blog<\/title>\n<meta name=\"description\" content=\"The phygital strategy: a crucial lever for designing spaces as places of experience in order to better understand and fulfil expectations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ucopia.weblib-test.com\/en\/non-classifiee\/phygital-strategy-best-practice\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 tips for an effective dive in the phygital world | Ucopia Blog\" \/>\n<meta property=\"og:description\" content=\"The phygital strategy: a crucial lever for designing spaces as places of experience in order to better understand and fulfil expectations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ucopia.weblib-test.com\/en\/non-classifiee\/phygital-strategy-best-practice\/\" \/>\n<meta property=\"og:site_name\" content=\"UCOPIA - 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