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

Alexander Rosado-Serrano; Antonio Navarro-García

doi:10.51302/marketing.2023.6045

Autores/as

Alexander Rosado-Serrano Economic and Administrative Sciences Director. Universidad Interamericana de Puerto Rico (Puerto Rico) https://orcid.org/0000-0002-7361-8173
Antonio Navarro-García 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

Palabras clave:

phygital retail, marketplaces, modos de entrada, exclusividad, único

Resumen

Phygital retail es una experiencia que mezcla el mundo virtual con el físico, al extender las fronteras de la tienda física. En phygital retail, las firmas digitales y tradicionales coinciden en un entorno físico que transforma el proceso de conocer sobre los productos y servicios en una aventura llena de experiencias hedónicas y teatrales. Los consumidores buscan este tipo de experiencia, en donde se sienten que están en un juego de vídeo que integra la inteligencia artificial y el juego de roles, en donde el consumidor es el centro de la experiencia. Estos nuevos marketplaces están siendo desarrollados en ciudades con un alto tráfico, en donde los consumidores jóvenes buscan nuevas formas de interactuar con las marcas. Marcas nativas digitales, al igual que las tradicionales, han estado implementando este modo alterno de entrada, el cual, por ser de aplicación reciente, no ha sido observado aún por investigadores. Motivados por esta limitación en la literatura, este artículo aspira a explorar la aplicación de phygital retail mediante un análisis de caso de la empresa Neighborhood Goods, en los Estados Unidos, y WOW Concept, en España. Este artículo presenta una mirada exploratoria al phygital retail y provee nuevas líneas de investigación sobre el fenómeno. El artículo contribuye a comenzar la conversación sobre este nuevo fenómeno en retail, en donde los consumidores expanden las fronteras del formato físico tradicional.

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Biografía del autor/a

Alexander Rosado-Serrano, 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.

Antonio Navarro-García, 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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