Some experts say phygital (“physical” + “digital”) does a better job of describing how online and brick-and-mortar shops should work together to create a seamless customer experience. That became a necessity during the pandemic, when things like QR codes, digital payment options and contactless order pickups helped ease people’s fears about contracting the virus. Plus, some say phygital captures how retailers are incorporating augmented reality and A.I. Barry Collier, an entrepreneur who helped develop Neopets, a game with virtual pets, points to Ikea’s mobile app, which allows people to virtually sample couches and curtains in their own homes before making a purchase, as an example of phygital innovation. Sephora does a similar thing with makeup.

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Persons: Barry Collier