REIMAGINING RETAIL BRANDS: PHYGITAL MARKETING

Phygital marketing is defined as the joining of online and offline environments that combines the best parts of each to create a more satisfying customer experience. With the swipe of a mobile device, consumers can access marketing stories that are entertaining, educational, and connected to the brand.

Connected Packaging

Connected packaging embeds QR codes, barcodes or image recognition onto the physical package that drives to digital content. This type of packaging connects consumers to relevant content through a browserbased app accessed through a mobile device.

The Fish Agency helped Save On Foods launch their new lifestyle brand Only Goodness to become one of the first Private Brands in North America to incorporate QR codes into their product packaging. Only Goodness now sets itself apart by simplifying the journey to healthy living through its clear and straightforward messaging, innovative use of smart packaging (featuring QR code) and affordable pricing strategy.

The smart packaging helps consumers in their journey to healthy living by driving consumers to a list of each and every artificial ingredient that will never be found in Only Goodness products. In the months to come, consumers will be able to access nutritional content from registered dieticians and other healthy living advice.

Augmented Reality

If you’ve ever caught a Pokémon or used a filter to become a mouse during an online video call, then you’ve used augmented reality.

Examples of brands using augmented reality include:

• Ikea uses augmented reality technology to insert a 3D object into the mobile view of a user’s surroundings, which helps people see how furniture might look in their homes before they buy.

• Jack Daniels creates a fully immersive experience with a downloadable app that allows consumers to take a virtual tour of their Distillery.

• Corby Spirit and Wine Limited engaged with the Fish Agency to create an immersive AR experience that featured Brand Ambassadors walking through featured cocktails for their Wiser’s Whisky and Ungava Gin brands.

It’s not surprising that, according to Goldman Sachs, the global market for augmented reality in retail is expected to reach $1.6 billion by 2025.

Getting Started

How to incorporate phygital marketing into your brand design:

• Know your brand story and consider where it intersects with your customers’ lifestyles.

• Highlight those intersections in a phygital experience to help build loyalty and drive buying choices.

• Decide on the context—at home, in-store or on the go—wherever you believe your customer would find an augmented shopping experience most valuable.

• Clearly define what success looks like and ensure your experience allows you to collect the data you need to refine and scale phygital marketing across your organization.

Rebecca

Hamilton

Rebecca is the CEO of award-winning Fish Agency and sister agency Whitespace Brands Inc. With over 30 years of experience, she has established herself as one of North America’s leaders in the fields of strategic branding, retail design, and communications for clients in the retail sector.

Under Rebecca’s oversight, the Fish Agency brings brands to life at retail and has consistently delivered high ROI-generating retail experiences for its clients. She mentors and leads highly experienced and integrated teams that provide store design, package design for CPG and private brands, digital/social initiatives, “phygital” experiences, and advertising services.

Rebecca@therealfish.agency