Semiotics of omnichannel and phygital purchase experiences. A framework for CX design and innovation

 

The chapter explores the transformative impact of omnichannel and phygital experiences in modern retail, emphasizing their implications for customer experience (CX) design and innovation. The rise of retail innovations, such as click and collect, endless aisle, AR/VR-enabled stores, virtual try-ons and metaverse commerce, necessitates a deeper understanding of how consumers navigate these hybrid physical-digital shopping landscapes. Employing a semiotic approach, the research leverages the semiotic square as a heuristic tool to analyze the interplay between various purchase modalities, revealing the underlying values guiding and shaping consumer behavior. Through the definition of a phygital and omnichannel semiotic square, the study identifies four ideal consumer types: Human touch lovers, Tech enthusiasts, Pragmatists and Conservatives. The article provides a framework for interpreting complex omnichannel dynamics and a tool to align touchpoints, designing coherent, impactful customer experiences.

Link al libro: https://www.igi-global.com/book/marketing-semiotics-research/349901

Pubblicato con Paolo Odoardi in Marketing semiotics research: Consumption trends, AI and the economics of experience, Hershey, IGI Global, 2025, cap. 3.