Omnichannel retailing has revolutionized the way retailers create strategies for engaging
customers in making purchase decisions. Phygital is a new-age transformative form of …

Purpose The purpose of this study is to examine how phygital luxury experiences can be
generated from mobile-mediated service activities while enabling luxury apparel shoppers …

The question of how to maintain allure and exclusivity while digitizing luxury brands is a
pressing issue. A potential solution is to launch new retail formats that allow luxury shoppers …

Phygital retail experiences connect physical and digital worlds together to create unique
experiences among customers. Despite the widespread uses and applications of phygital …

Luxury brands have been reluctant to adopt technology-enhanced multi-actor interactions at
the customer interface. This article synthesizes research on luxury and multi-actor …

Purpose This study focuses on memorable customer shopping experience design in the
sporting goods retail setting. It aims to identify the phygital customers' needs and …

Phygital retailing connects physical and digital world to build unique customer experiences.
Although the applications of phygital retailing are increasing, it is yet to understand what …

Although phygital is overly used across businesses, the construct lacks an academic
conceptualization. The existing studies define the concept in regards to the marketing …

Interest in the application of phygital marketing to retail commerce has increased in recent
years. Implicit in this excitement is the notion that physical experiences provide unique value …

Customers' in-store shopping experiences are critical for luxury brand success. Research on
the creation of experiential value in retailing finds clear differences in the cues contributing …