CPG Brand Marketing Gets Phygital 

04.03.23 By

Why phygital experiences are necessary

The global pandemic sent a new wave of shoppers to online stores, and its impact continues to appear in customer journeys and behaviors today. In addition to the in-store and online experience, a new category of shopping has emerged to popularity: BOPIS (buy online, pick up in-store). With that, CPG brands must facilitate a phygital connected shopping experience in order to grow. While this move can help companies significantly improve revenue, creating a phygital structure is no easy task, especially if it was non-existent before. Here at Bridgenext (formerly DEFINITION 6), we help alleviate the stress of this transition with creative, custom solutions to help companies reach their goals. 

Our team has become well-versed in the world of CPGs and the need for phygital shopping when it comes to the customer journey. In CPG brand marketing, phygital shopping is the integration of physical and digital elements in the shopping experience (Forbes). For CPG brands, this means creating a seamless bridge between online and in-store purchasing, making it just as easy for customers to complete transactions online or order for pickup as it is for them to do in-store.

How CPG brand marketing can go phygital

When integrating phygital shopping into a CPG brand marketing plan, it’s important to remember BOPIS customers. According to Shopify, 50% of adult shoppers opt to order online and pick up in-store. It combines the convenience of ordering online and avoiding crowds with the quickness of being able to pick up an item the same day. Breaking it down further, 83% of BOPIS shoppers opt to pick up their orders at the counter and 27% opt for curbside. BOPIS inherently emulates a phygital shopping model, with the transaction beginning with the online purchase and ending with pickup at the brick-and-mortar store. Seamlessness every step of the way is imperative to keep this customer coming back. That’s where a phygital experience comes in.

So, how can brands use phygital CPG marketing to grow, and how can Bridgenext assist? The best and easiest way is with QR codes. QR codes have been favored as a contactless method for making payments, researching products, ordering food, and more. They also connect consumers to the brand without pressuring them to download yet another app. By using QR codes in phygital shopping, CPG brands can acquire and capture first-party data to better connect and serve customers, as well as be transparent about their products. Bridgenext can build out QR code options and streamline them in a way that makes sense for a tailored shopping experience. With customized aesthetics, smart web building, and brand-specific language, our team can make phygital shopping a company’s next best thing. Get in touch with us to learn more.


We’re a team of digital customer experience (CX) gurus, passionate about helping businesses deliver experiences that delight through design, data, content & technology. We combine deep expertise with fresh thinking to deliver thought leadership that keeps you ahead of CX, DX & Automation (AI) trends.

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Topics: Customer Experience (CX), Data & Analytics, Digital Marketing, Marketing Strategy

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