Why will your future events have to be “phygital”?

The “phygital” connects the offline world with the online one and will characterize the future of events.

Future events shall be phygital as the latter connects the offline environment with the online one: in other words, try to bringing together the best of the physical and digital world to create one much more complete and satisfying customer experience. 

More precisely, from the environment digital catch theimmediacy,immersione , speed while from that physical derives the possibility of interact with people, with the product, etc. The phygital, therefore, constitutes the best way to satisfy the demanding and hyper-connected consumer that wants to satisfy its needs through different platforms. 

According to a research carried out by IAB Spain, in 2020 72% of Internet users made purchases online; however, the other data collected shows that the best solution to get results will be the combination of online and physical sales: 52% of the interviewees, in fact, took advantage of both solutions and it is expected that in the future 78% will do so, against 13% who will buy only in physical stores and 9% who will only buy online.

Consequently, the very nature of the "phygital" phenomenon and the data that support it, show that too the future of events will be conditioned by this trend.

Euromonitor International, a London-based market research firm, released its own in January Top 10 Global Consumer Trends for 2021, providing insights for the events sector: ça va sans dire, between trends analyzed also appears Phygital Reality, defined by Euromonitor as a hybrid of physical and virtual worlds where consumers can live, work, shop and gaming without hassle, both in person and online.

The report offers a further insight for event organizers: "Businesses can develop a phygital reality strategy by using apps to facilitate virtual on-site experiences and by partnering with technology vendors to recreate in-person opportunities at home. Companies that deliver safe and memorable experiences across multiple methods and platforms will develop loyal customers ".

Furthermore, the hybrid strategy It allows promptly cope with new user behaviors: Consumers now expect a culture of 24/24 service, so having a chatbot feature for FAQs about your event is something to keep in mind.

Euromonitor research has provided further information crucial for the events sector: "In 2020, 37% of consumers shared their data to receive personalized and targeted offers. More precise marketing on social media and through gaming will be crucial for companies. Virtual experiences online will remain relevant and businesses will be at a loss if they don't consider these avenues for growth and branding".

In other words, consumers are willing to provide personal information to receive content tailored to their needs and interests. Event organizers should ensure that they are able to take advantage of the information they collect from attendees. (To learn more, read also: “How data analytics will shape the future of the events market").

In conclusion, the “phygital” will mark the future of the consumer experience and, consequently, ofexperience of event attendees: the adoption of a online platform structured in such a way as to guarantee a fluid hybrid participation and hassle-free, like the platform Letz Fair, will support the retention of customers as well the growth of the organizers of events.