Phygital Activations (Offline-to-Online)

Executive Summary

Phygital is the future of experiential marketing. By using QR codes, NFC, or AR in physical spaces, we move the user into the brand’s mobile ecosystem. This allows for the digitalization of offline traffic and personalization where the brand was previously "blind."

Marketing Concept

The "surprise and seamless experience" effect builds a brand image as an innovation leader. This leads to higher campaign recall and the ability to close an online sale for a customer who just viewed the product on a physical shelf.

Target Group

• Model: B2C.
• Industries: Retail, Furniture, Automotive, Culture/Museums, Outdoor.
• Audience Profile: Modern consumers, smartphone users, and those looking for "something more" than static ads.

When to Organize

• OOH Campaigns: To measure real-world effectiveness.
• Physical Location Support: To keep the customer in the funnel after they leave the store.
• Exhibitions/Trade Fairs: As an interactive tour element.

Key Performance Indicators (KPIs)

• Scan Rate: Number of transitions from physical to digital.
• Dwell Time: Time spent in the digital activation after the offline trigger.
• Attribution: How many online purchases started with a physical touchpoint.

User Journey (User Story)

1. Contact: The customer sees a coded message (e.g., on a poster or shelf).
2. Action: They scan the code, which opens a Viramity module (no app install required).
3. Engagement: They play a quick game, enter a photo contest, or claim a location-specific bonus.
4. Conversion: They receive an incentive to buy or leave a lead.

Prizes

• Type: Instant rewards (on-site discounts), hidden content, or physical prizes for pick-up at the counter.
• Budget: Often hidden in the POS production cost; rewards are about 5-8% of campaign value.

Risk Management

• Tech Barriers: Weak signal, unreadable codes. Viramity optimizes landing pages for low data transfer.
• Motivation: "Why should I scan?" Our team helps design a compelling Call-to-Action.

---

Summary

We implement complex Phygital projects in about one month, ensuring full integration of both worlds. With Viramity.com, your brand becomes truly interactive. Ask for details: marcin@viramity.com