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Experience first, tech second: This is what the future of “phygital” looks like

The search for the optimum retail experience continues to evolve for all brands. In recent years, omnichannel and experiential retail have been two of the buzzwords circulating amongst retailers and retail designers. Today,  forward-thinking retailers are aspiring to create experiences that are ‘phygital’.  This current buzzword, ‘phygital’, refers to the combination of the digital and the physical in retail. This use of the digital in the physical store is by no means a new id