A COMPREHENSIVE REVIEW ON PHYGITAL TRANSFORMATION: A NEW WAY TO ENGAGE CUSTOMERS
DOI:
https://doie.org/10.5281/5aw3df69Keywords:
Phygital transformation, customer engagement, digital integration, physical digital convergence, marketing strategies,,Abstract
Phygital transformation, the seamless integration of physical and digital experiences, has
emerged as a crucial strategy for businesses to enhance customer engagement. This paper
explores the evolution, benefits, challenges, and future potential of phygital transformation in
various industries. Through a comprehensive review of existing literature, this study aims to
highlight how companies can leverage phygital strategies to enhance customer experiences
and build long-term relationships.
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