Phygital: Strengthening Digital Presence on the Territory

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The direction indicated by Nielsen at that time (it was 2020) is still valid today: the digital flyer is still a primary strategic investment , increasingly destined to accompany and often replace the paper one, the ideal means to engage consumers and to communicate transversally with them (source: laRepubblica – Economia&Finanza ). Also in this case, as for e-commerce, the trick consists in avoiding the mere digital transposition of the classic standardized paper flyer , choosing instead to differentiate it on the basis of the data of individual users that the brands collect in huge quantities from a plurality of sources.

Among the examples of successful GDO marketing that synergistically uses different belarus whatsapp resource access channels, both physical and virtual, we can therefore include the digital flyer, at the center of geolocalized drive-to-store campaigns . These are cross-channel marketing activities developed to lead consumers to the (physical) store through the studied alternation of online and offline touchpoints : this is the case of the message that promises a gift or a particular discount sent to the user via a messaging service (instant via chat or SMS) to be shown directly in the store.

The digital flyer is a typically phygital application that is proving to be very effective also because it exploits a structural characteristic of the GDO : the presence of a chain logic. If on the one hand the points of sale scattered throughout the territory have the need to increase their visibility via the web (strengthening their image and retaining existing customers) on the other hand the digital presence of retailers in itself offers an increasingly relevant outlet for completing the sales process and can articulate a more widespread communication aimed, for example, at new, carefully targeted audiences.