In the ever-evolving world of retail and services, the concept of “Figital” emerges as a powerful fusion between the physical and the digital, profoundly transforming the way consumers and companies 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 thin. 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 revolutionized how 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 how people interact with brands and products, where the buying journey can start in a digital environment, such as a website or application, and conclude in a physical store, or vice versa. Its essence lies in unifying these experiences, eliminating the divisions that traditionally existed between online and offline.
For example, when a consumer researches a product online and decides to visit a physical store to try it out before making the 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 providing a Figital experience.
Concrete Examples of Figital
There are several examples of products and services that exemplify this integration. One of the most common examples is that of durable goods, such as refrigerators. Consumers often prefer to see and touch these products physically before purchasing 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 have reservations about buying clothes online due to uncertainty about the fit and material quality. To address these concerns, brands have been creating smaller physical stores, known as pocket stores, where consumers can try on clothes and then place the order online for home delivery. This is a clear example of how the 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 physically delivered in different locations. The consumer experience begins on the internet, 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 service robots, for example, aims to offer a more comfortable and closer to human interaction, reducing the feeling of conversing with 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 market share. The challenge, however, lies in the mindset shift, both from managers and consumers. Many business owners 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 mindset shift and the adoption of new technologies. For a company to truly become Figital, its managers must understand and master the digital language, incorporating it into all business operations. This involves everything from process automation to personalized customer service.
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 purchasing experience for their customers. The convenience of being able to transition between online and offline without barriers increases customer loyalty and, consequently, sales.
On the other hand, educating consumers about this new reality is also a challenge. Many consumers are still accustomed to the traditional buying model and may resist adopting digital practices. Therefore, it is essential for companies to play an active role in educating their customers, showing the benefits of Figital integration and how it can improve their buying 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 serve with closed doors had to develop or enhance their digital strategies at record speed. This adaptation process, which could have taken years, was compressed into months, resulting in a massive acceleration in retail digitalization.
Figital integration has become a survival issue for many companies. Those who were able to show their customers that it is possible to have an equally satisfying purchasing 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 capture the opportunities that will arise. The trend is for the integration between physical and digital to continue to strengthen, as consumers become more accustomed to this new form of interaction. The popularization of automations and artificial intelligences is making these technologies more accessible, allowing even small businesses to implement effective Figital strategies.
The key to success in the future will be the ability to use technology to complement, and not replace, the human factor. Companies should focus on automating repetitive and mundane tasks, leaving personalized service and more complex interactions to humans. In this way, Figital can work in perfect harmony, offering the best of both worlds for consumers and companies.
In summary, Figital is not just a passing trend, but a natural evolution of how we interact with the world around us. The fusion of physical with digital offers a more efficient and convenient way to consume products and services, while providing new opportunities for companies to connect with their customers. However, to take full advantage of this integration, companies need to adapt quickly, adopting new technologies and changing their mindsets to embrace the digital. Those who can make this transition successfully will be at the forefront of the market, ready to capture the opportunities that the future holds.
