Marketing studies show that consumers increasingly combine physical and digital shopping experience in two ways: on the one hand they read product reviews online and then make well-informed purchases in a store, and on the other hand they touch and see products in a store first and then order them online. Both brick-and-mortar and digital commerce thus have specific benefits and, even though brick-and-mortar shopping tends to declining, there are still irreplaceable aspects of it that consumers continue to desire. Phygital thus attempts to cross the divide between the physical and digital worlds and represents the fusion point of both physical and digital commerce marketing techniques.

By digitalizing point of sales, retailers seek to optimize and to measure the effectiveness of their marketing strategy and commercial campaigns, to attract new customers, to improve their customer journey and to increase their overall spending. Phygital leverages innovative tools and puts cutting-edge technologies within reach of the general public to improve customer instore shopping experience, to create interactivity and responsiveness, to strengthen customer loyalty, deepen customer intimacy and increase share-of-pocket.

Consequently, the precise analysis of the consumer's journey and behavior in the point of sale (frequency of visits, movement in the aisles, time spent per shelf, areas visited, etc.) is a major asset for understanding and adapting merchandising and sales actions in the point of sale in order to make marketing investments profitable.