The surge of Phygital Experiences: Merging physical and digital in B2B
Comment: Vipul Aggarwal, CRO, BetterCommerce
We live in an era where the lines between the physical and digital worlds are blurring, and nowhere is this more evident than in the B2B space. You’ve probably heard the term “phygital” thrown around, but what does it actually mean? Beyond the buzzword lies a transformative blend of tactile, real-world experiences with the seamlessness of digital interactions. While phygital strategies have gained traction in the B2C world, they are becoming a necessity in B2B commerce, where complex sales cycles and high-value transactions demand a new approach.
In B2B, phygital isn’t just about convenience—it’s the future of operational efficiency and customer engagement.
Why B2B Needs Phygital: More Than Just a Trend
B2B commerce differs significantly from B2C. The stakes are higher, the orders are bulkier, and the emphasis on relationship management is crucial. Yet, the expectations of B2B buyers have shifted—they now demand the same personalization, speed, and convenience they experience as consumers. Simply put, B2B businesses must evolve, and embracing phygital is a step towards that evolution.
Let’s explore how phygital can transform B2B operations:
- Creating Seamless, Data-Driven Buyer Journeys
B2B transactions typically involve numerous touchpoints—think online research, in-person meetings, phone consultations, and more. The challenge? Ensuring these touchpoints are interconnected. Phygital strategies break down the barriers between these interactions, leveraging real-time data to offer a complete, uninterrupted experience.
Imagine this: A buyer starts by browsing your product catalog online. Next, they request a virtual demo, which leads to an in-person meeting with a sales representative. With a phygital approach, all these interactions are seamlessly integrated. Sales teams have real-time access to online preferences, allowing them to tailor in-person consultations without unnecessary repetition. The result? A frictionless journey where buyers glide smoothly between digital and physical channels.
- Leveraging AI for Predictive Ordering and Real-Time Inventory Management
In B2B, repeat orders are common, with buyers often purchasing the same products in cycles. Phygital strategies harness the power of AI to anticipate these patterns, offering predictive reordering and personalized recommendations. By connecting eCommerce platforms with ERP and CRM systems, businesses can send automatic stock reminders, suggest complementary products, or offer early-order discounts, all within a streamlined buying process.
Additionally, AI-powered inventory management is crucial in industries where supply chain disruptions can create chaos. With phygital, inventory levels are synchronized in real-time across all channels, reducing risks like overselling and inaccurate lead times. It’s a smart way to fulfill large, complex orders with confidence.
- Empowering Sales Teams with Phygital Tools
Sales teams play a pivotal role in B2B, and the phygital experience equips them with the tools they need to close deals more efficiently. Imagine a sales rep armed with a tablet that holds real-time customer history, a digital catalog, and the ability to place orders instantly. This reduces back-and-forth communication and shortens the sales cycle—a crucial advantage in fast-paced industries like manufacturing or wholesale distribution.
What’s more, Augmented Reality (AR) can elevate product demonstrations during in-person meetings. For instance, a sales rep can use AR to showcase a digital twin of complex machinery, allowing customers to interact with a 3D model before making a high-stakes decision.
- Handling Large, Complex Transactions with Ease
Unlike B2C, B2B transactions often involve custom orders, tailored pricing, and large-scale quantities. A phygital approach can seamlessly manage these complexities by integrating various tools into a single platform.
For example, in sectors like automotive or construction, buyers need detailed specifications and personalized consultations. A phygital platform can offer virtual product configurators and consultations while integrating with logistics systems to ensure timely and accurate deliveries. This integration reduces friction and enhances the overall customer experience.
- Empowering Self-Service for Modern B2B Buyers
Today’s B2B buyers are increasingly self-sufficient. They want to research products, compare options, and even place orders without involving a sales rep—at least until the final stages. A phygital approach facilitates this by providing a robust self-service portal where buyers can handle much of the purchasing process digitally while having the option of in-person support if needed.
Through a combination of online tools and in-person assistance, phygital solutions give buyers control over their experience. They can access product documentation, configure orders, check delivery status, or request quotes online, knowing there’s a human touch available when required.
- Building Stronger Relationships through Phygital Experiences
Relationship building is crucial in B2B, and phygital strategies enable businesses to maintain these relationships in both digital and physical realms. After a significant sale, businesses can continue nurturing clients through targeted email campaigns, virtual events, or exclusive in-person gatherings like product launches or industry conferences.
The Digital Catalyst: API-First, Modular Commerce Platforms
To fully harness the power of phygital experiences, an API-first, composable platform is essential. At its core, this flexible and open architecture allows seamless integration of various systems and channels, creating a truly connected experience. Let’s dive into how these platforms elevate phygital strategies in B2B:
- Seamless Integration for Real-Time Data: API-first platforms unify disparate systems (ERP, CRM, PIM, logistics) to ensure real-time updates on inventory, pricing, and order status. Sales teams can leverage this data for accurate and informed customer interactions.
- Personalized Digital Service Layers (DSL): These modular platforms offer tailored interfaces, personalized dashboards, and automated updates across all channels. Buyers can track orders, review specs, and place reorders seamlessly.
- Hybrid Sales Capabilities: Sales reps can engage in both physical and digital environments with tools like digital catalogs, centralized customer views, and real-time promotions.
- Automated and Scalable Workflows: Businesses can add features on the fly, from predictive AI for stock replenishment to automated workflows for handling complex orders.
- Customized Self-Service Portals: Buyers gain independence through self-service portals equipped with product configurators, ensuring a smooth digital experience while still providing access to expert support.
A New Era of B2B: From Buzzword to Business Strategy
By adopting phygital strategies and leveraging API-first, modular platforms, B2B companies can redefine their customer experiences. This isn’t just a trend—it’s a fundamental shift towards operational efficiency, personalized buyer journeys, and stronger relationships.
In the end, phygital experiences are all about being where your customers are, and giving them exactly what they need, whenever they need it. Welcome to the future of B2B.
Are you ready?
