The phygital transformation: a systematic review and a research agenda

Abstract The label “phygital” (physical plus digital) has been proposed to describe how companies try engage customers due the exploitation of smart technologies. Although used mainly by practitioners, research into phygital’s theoretical development is lacking. We conduct a systematic literature review obtain an overall vision phenomenon and understand scientific debate uses term. in-depth analysis allows for identification four main aspects: (1) objects applications, (2) context (space/place), (3) customer journey, (4) shopping (retail) experience. Using antecedents, decisions, outcomes model, we offer interpretation in more comprehensive framework. use physical digital applications (i.e., phygital resources) spaces places) affect journey manner enable new forms suggest specific avenues develop construct.