Terme apparu en 2013, le phygital, contraction entre les mots « physique » et « digital », renvoie à une stratégie marketing. Il consiste à combiner le digital et le milieu physique, ce qui permet d’accroître l’expérience client…
« …Face à la grande mutation amorcée il y a vingt ans, on observe une transformation à marche forcée des marques d’enseigne pour faire face à l’énorme succès des marques « digital natives » : le généraliste Amazon bien entendu, mais aussi tous les pure players tels qu’Asos pour la mode ou encore Sarenza pour les chaussures.
Les actionnaires de certaines grandes enseignes de distribution s’interrogent sans doute sur les chances de réussite d’une telle transformation. Chez Carrefour, elle se fait au fil des changements de PDG : trop visionnaire, Lars Olofsson tenta de changer le modèle en profondeur et fut remercié. Puis Georges Plassat incarna une stratégie « back to the basics », un retour au métier d’épicier, enfin aujourd’hui Alexandre Bompard ambitionne de réinventer Carrefour comme il réussit à le faire avec la FNAC. Mais pour l’instant, il se charge surtout d’alléger la structure. Ces méga-brands de la distribution cherchent toutes à ne pas connaître le sort d’un Kodak, resté impuissant face à la montée de la photo numérique dans les années 1990-2000 : taille trop importante pour pouvoir opérer une transformation rapide et radicale, ADN du business model aux antipodes du numérique… Certaines marques peuvent mourir… »
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