In the constantly evolving world of retail and services, the concept of "Figital" emerges as a powerful fusion between the physical and digital, profoundly transforming the way consumers and businesses interact. The term "Figital" represents the convergence of online and offline experiences, creating a new dynamic in the customer journey, where the barrier between the physical and digital worlds becomes increasingly blurred. In this text, Uliana Ferreira, a renowned expert in retail and digital transformation, shares valuable insights about the concept of Figital, a trend that has been revolutionizing the way companies and consumers interact in the market.
What is Figital?
Figital is the integration of the physical and digital worlds into a single cohesive experience for the consumer. This fusion reflects the way people interact with brands and products, where the purchase journey can start in a digital environment, such as a website or app, and be completed in a physical store, or vice versa. Your essence lies in unifying these experiences, eliminating the divisions that traditionally existed between online and offline.
For example, when a consumer searches for a product online and decides to visit a physical store to try it out before making a purchase, they are navigating between the physical and digital worlds. Similarly, physical stores that use digital kiosks to allow customers to place online orders while exploring products on-site are offering a Figital experience.
Concrete Examples of Figital
There are several examples of products and services that illustrate this integration. One of the most common examples is durable goods, such as refrigerators. Consumers often prefer to see and touch these products physically before buying them, but they may end up placing the order online to take advantage of promotions or delivery conveniences.
Another relevant example is the fashion industry, where many people still hesitate to buy clothes online due to uncertainty about fit and material quality. To address these concerns, brands have been creating smaller brick-and-mortar stores, known as pocket stores, where consumers can try on the clothes and then place the order online for home delivery. This is a clear example of how Figital is shaping the future of retail.
In addition to products, services are also adapting to the Figital concept. Beauty franchise networks, for example, are discovered by customers online, but the service is delivered physically at different locations. The consumer's experience begins online, where they find the nearest store, and is completed with in-person service. This synergy between the physical and digital is essential for the convenience and satisfaction of the modern customer.
Impact of Figital on Traditional Industries
The transition to Figital is significantly impacting traditional industries such as retail and services. Large retail chains, especially in furniture and appliances, are adapting to this new reality by creating experiences that combine the best of both worlds. This includes the development of avatars and digital assistants that provide a more humanized interaction, even in the online environment. The personification of customer service robots, for example, aims to provide a more comfortable experience and closer to human interaction, reducing the feeling of talking to a machine.
This transformation is not just a passing trend, but a competitive necessity. Companies that do not adopt Figital risk falling behind, while their competitors capture a larger share of the market. The challenge, however, lies in changing mindsets, both of managers and consumers. Many entrepreneurs still operate with an analog mindset, using outdated processes that do not meet the demands of the digital consumer. Overcoming this obstacle is essential for survival and growth in the current market.
Benefits and Challenges of Figital
The benefits of Figital for companies are numerous, but there are also significant challenges to overcome. The main challenge is digital transformation, which requires a change in mindset and the adoption of new technologies. For a company to become truly Figital, its managers must understand and master the digital language, integrating it into all business operations. This involves everything from process automation to customer service personalization.
The advantage of this transformation is clear: companies that successfully integrate the physical and digital stand out in the market, offering a seamless and satisfying shopping experience for their customers. The convenience of being able to switch between online and offline without barriers increases customer loyalty and, consequently, sales.
On the other hand, educating the consumer for this new reality is also a challenge. Many consumers are still accustomed to the traditional purchasing model and may resist adopting digital practices. Therefore, it is essential for companies to play an active role in educating their customers, demonstrating the benefits of Figital integration and how it can enhance their shopping experience.
Improving Customer Experience with Figital
The COVID-19 pandemic accelerated the adoption of Figital, forcing companies to quickly adapt to the new market demands. During this period, many companies that were not prepared to operate behind closed doors had to develop or improve their digital strategies in record time. This adaptation process, which could have taken years, was compressed into months, resulting in a massive acceleration in retail digitization.
Figital integration has become a matter of survival for many companies. Those who managed to show their customers that it is possible to have an equally satisfying shopping experience, whether at home or in a physical store, secured their place in the market. Companies that still resist this change risk losing relevance as consumers become accustomed to the conveniences of Figital.
The Future of Figital
The future of Figital is promising, and companies that adapt to this new reality will be better positioned to seize the opportunities that will arise. The trend is that the integration between the physical and digital will continue to strengthen as consumers become increasingly accustomed to this new form of interaction. The popularization of automation and artificial intelligences is making these technologies more accessible, allowing even small businesses to implement effective Figital strategies.
The key to future success will be the ability to use technology to complement, not replace, the human factor. Companies should focus on automating repetitive and tedious tasks, leaving personalized service and more complex interactions to humans. In this way, Figital can operate in perfect harmony, offering the best of both worlds for consumers and businesses.
In summary, Figital is not just a passing trend, but a natural evolution of the way we interact with the world around us. The fusion of the physical with the digital offers a more efficient and convenient way to consume products and services, while also providing new opportunities for companies to connect with their customers. However, to fully leverage this integration, companies need to adapt quickly, adopting new technologies and changing their mindsets to embrace digital. Those who successfully make this transition will be at the forefront of the market, ready to seize the opportunities that the future holds.
