Phygital: un nuevo modo de entrada  en retail y en franquicias

Español Español; Español Español

doi:10.51302/marketing.2023.6045

Authors

Español Español Economic and Administrative Sciences Director. Universidad Interamericana de Puerto Rico (Puerto Rico) https://orcid.org/0000-0002-7361-8173
Español Español Dean of the Economic and Entrepreneurial Faculty. Universidad de Sevilla (España) https://orcid.org/0000-0002-8215-4665

DOI:

https://doi.org/10.51302/marketing.2023.6045

Keywords:

phygital retail, marketplaces, entry modes, exclusivity, uniqueness

Abstract

Phygital retail is an experience that blends the virtual with the physical world extending the boundaries of the physical store. In Phygital retail, traditional, and digital firms coincide in a physical context that transforms the discovery process of goods and services into an adventure filled with hedonic and theatrical experiences. Consumers are seeking these types of experiences similar as being in a video game where artificial intelligence blends with role playing where the consumer is the center of the experience. These new marketplaces are being developed in high traffic cities where young consumers seek to experience brands in new ways. Digital native brands as well as traditional ones have been implementing this alternative mode of entry and being a new phenomenon, it has not taken the attention of scholars. Motivated by this research gap, this paper aims to explore the application of the phygital retail by observing the case of Neighborhood Goods in United States and WOW Concept in Spain. This paper presents an exploratory view of phygital retail and provides future lines of research of the phenomena. It will contribute to starting the academic conversation toward these new phenomena in retail as consumers are expanding the boundaries of the physical store format.

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Author Biographies

Español Español, Economic and Administrative Sciences Director. Universidad Interamericana de Puerto Rico (Puerto Rico)

Catedrático auxiliar y director del Departamento de Ciencias Económicas y Administrativas de la Universidad Interamericana de Puerto Rico, en el Recinto de Arecibo. Es doctor en Comercio Internacional por la Universidad de Puerto Rico e investigador doctoral en el Programa en Gestión Estratégica y Negocios Internacionales en la Universidad de Sevilla (España). Ha ofrecido cursos de marketing en las asignaturas de Marketing Internacional, Comportamiento del Consumidor y Principios de Marketing en Marist College y Lehman College-CUNY y University of the Virgin Islands. Tambien ha sido profesor visitante en Marketing por movilidad docente Erasmus+ en la Universidad Complutente en Madrid. Sus áreas de investigación son modos de entrada, estrategias de internacionalización y franquicias.

Español Español, Dean of the Economic and Entrepreneurial Faculty. Universidad de Sevilla (España)

Catedrático en Marketing y decano en la Facultad de Ciencias Económicas y Empresariales de la Universidad de Sevilla. Posee una licenciatura en Ciencias Económicas y Empresariales por la Universidad de Sevilla. Ofrece cursos de distribución comercial, merchandising y sistemas integrados de distribución en mercados internacionales en el programa de máster y doctoral en Gestión Estratégica y Negocios Internacionales.

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