Press note. The Phygital concept, which combines the best of physical and digital worlds, has established itself as a strategic priority in the global retail. This model will expand in 2025 with the integration of tools such as generative artificial intelligence and social commerce. However, companies face a great challenge: to find talent trained to lead this transition.
«The Phygital model demands professionals with an integral vision that not only understand the digital ecosystem, but also can translate it into personalized and significant experiences for the client. We are still defining what characterizes these profiles, but what is clear is that they are key to the success of the omnicanal trade »explains Laura Urue, head of Catenon consumption, the multinational dedicated to the search for professionals.
Phygital trends in 2025
Omnichannel remains the pHygital pillar, allowing customers to interact with brands through multiple devices and platforms. In this scenario, technological advances are marking new guidelines:
- Social Commerce y Virtual Commerce: These new forms of purchase transform customer journey, integrating social interaction and immersive experiences as key tools to attract and retain customers.
- Artificial Intelligence and Automation: Predictive and probabilistic tools optimize inventory management, collections funeral and offers customization. In addition, generative AI allows you to design unique experiences for each client.
- Mobile devices in store: From tablets to smartphones, store attendees have tools to manage returns, verify inventories and offer real -time alternatives, improving customer efficiency and satisfaction.
Talent in the center of the strategy
The success of the Phygital model does not depend only on technology, but of the professionals who manage it. Companies are looking for profiles that combine knowledge in ecommerce, customer service and data analysis, capable of identifying Pain Points and activating innovative solutions. “The collaboration between departments such as IT, Finance and Operations is key to guaranteeing a premium experience,” says Laura Urue.
Towards a more connected future. The Phygital model will continue to evolve in 2025 with the emergence of new technologies and forms of purchase, from Voice Commerce to composable Commerce. However, the real challenge will be how companies manage to integrate these innovations without losing sight of the human aspect that defines the customer experience.
