Mastering phygital: 5 strategies to elevate your post-purchase experience
In today’s highly competitive ecommerce landscape, brands are always looking for ways to stand out, retain customers, and boost lifetime value. With the rapid rise of online shopping, personalising every customer interaction has become more essential than ever. Enter phygital marketing – a blend of the digital and physical worlds that offers new opportunities to create memorable post-purchase experiences.
In this blog, we’ll explore what phygital marketing is, why it’s crucial for modern ecommerce, and the five strategies you can implement to master it. Whether you’re looking to increase customer retention or build a strong post-purchase marketing strategy, these insights will give you the tools to succeed.
What is phygital marketing
Phygital marketing combines physical experiences with digital insights to create seamless and personalised interactions for your customers. This allows brands to use the wealth of digital data they collect to enhance the physical customer journey, particularly during the post-purchase phase. While traditional digital channels like email and SMS are still important, phygital adds a real-world, tactile element that captures attention in a way that purely digital strategies can’t.
But why is phygital marketing important? In a world where consumers are increasingly bombarded with digital ads and messages, it’s becoming harder to capture their attention. Around 32.8% of internet users now use ad blockers, and only 40% engage with post-purchase emails. By incorporating physical touchpoints into the mix, phygital marketing helps brands cut through the noise, engage customers, and leave lasting impressions that drive repeat business.
5 phygital strategies to elevate your post-purchase experience
Now that we’ve covered what phygital marketing is and why it’s so important, let’s dive into the strategies you can use to elevate your post-purchase experience and build a winning post-purchase marketing strategy.
1. Personalise the unboxing moment
The unboxing experience is the perfect opportunity to bring your digital insights into the physical world. Customers love the excitement of receiving their order, and you can turn this moment into a personalised experience by adding custom inserts, packaging, or offers that are personalised using your first-party customer data.
For example, the Korean skincare brand Yepoda has mastered this with hyper-personalised unboxing campaigns. They include tailored product recommendations in their packaging, based on the customer’s recent purchase. When a customer buys a serum, the insert suggests complementary products to enhance their skincare routine. This personalisation has led to a 2.5% conversion rate, as customers feel valued and understood.
If you’re looking to implement phygital marketing, use customer data like purchase history or preferences to tailor the unboxing experience. This can include personalised product recommendations, special offers, or even handwritten notes.
2. Leverage automation for scalability
Many brands think offline marketing is hard to scale, but with automation, it’s possible to run efficient phygital campaigns without adding to your workload. Tools like Penny Black allow you to automate the process of including personalised inserts in every order. This makes it possible to deliver tailored content directly to customers’ hands, without your team having to lift a finger.
The jewellery brand PAUL VALENTINE automated their phygital efforts by adding inserts in their customers’ native languages. By segmenting their audience based on location, they were able to send personalised messages across multiple regions with no manual input. This automation not only saved time but also ensured a seamless customer experience.
Tip: Automate your post-purchase inserts or direct mail campaigns to streamline the process. With the right technology, you can personalise content at scale without compromising efficiency.
3. Create consistent, integrated campaigns
Phygital marketing works best when it’s integrated with your overall post-purchase marketing strategy. Customers should receive a consistent message whether they interact with your brand online or offline.
Take the sustainable toothbrush brand SURI, for instance. They ran an Earth Day campaign that integrated personalised unboxing inserts with email marketing. The insert encouraged customers to share the benefits of sustainable living, while email campaigns reinforced the same message, offering a cohesive experience across touchpoints. As a result, they saw an impressive 20,000 referrals in one month.
When bringing phygital campaigns to life, make sure your digital and physical touchpoints align. Use tools that integrate with your existing email and SMS marketing platforms to deliver a seamless experience.
4. Test and iterate on your phygital campaigns
Just like digital marketing, testing is key to optimising your phygital efforts. By experimenting with different messaging, formats, and offers, you can identify what resonates most with your customers and continually improve your campaigns.
Type One Style, a diabetes patch brand, ran A/B tests on their unboxing campaigns. They tested three different inserts: one offering a QR code for 10% off, another promoting a new product, and the third offering free stickers. By analysing the results, they discovered which message drove the most engagement and loyalty.
Be sure to continuously test and refine your phygital campaigns. Use A/B testing to learn what offers or messages are most effective at driving repeat purchases.
5. Measure your impact with trackable phygital campaigns
One of the biggest advantages of phygital marketing is that it’s trackable. You can incorporate tools like QR codes, personalised discount codes, or unique URLs into your personalised unboxing inserts, allowing you to measure customer engagement, how many shoppers have scanned the code and complete the action you’re promoting.
For example, the tea brand, Bird & Blend Tea Co. included a QR code for customers to sign up to their Brew SocieTEA from the unboxing moment. This allowed them to measure the success of their campaign and, more importantly, provided them with insights into the long-term impact on customer loyalty. In just three months, Bird & Blend saw a 6x increase in their community size, which led to a notable boost in customer lifetime value (CLTV).
Final thoughts: Phygital marketing as the future of post-purchase strategies
Phygital marketing isn’t just a buzzword – it’s a game-changer for ecommerce brands looking to elevate their post-purchase marketing strategy. By integrating digital data with offline experiences, you can create a truly personalised journey for your customers that extends beyond the initial sale. From personalised unboxing moments to automation and data-driven testing, these strategies help you cut through the noise, increase conversions, and build long-lasting customer loyalty.
As customers become more discerning and expect tailored experiences, adopting a phygital approach can give your brand a competitive edge. It’s not just about improving engagement at one touchpoint; it’s about creating a seamless and consistent journey that blends the best of both worlds.
By implementing these five strategies, you can start mastering phygital marketing and turn your post-purchase experience into a powerful tool for retention, brand loyalty, and revenue growth.
Ready to take your post-purchase marketing to the next level? Explore how Penny Black’s phygital solutions can help you deliver personalised, automated campaigns that engage customers and boost your bottom line.
