Phygital transformation. Enhancing customer experience in the digital society

Phygital transformation, the merging of physical and digital dimensions, is revolutionizing customer experience (CX) in e-Business, e-Commerce, and beyond. This paper explores the conceptual framework and practical applications of Phygital strategies, highlighting their role in bridging traditional and digital business models within the e-Society. Drawing on case studies we analyze the advantages of integrating IoT, AR, and AI technologies. The "Discover U" project that I realized exemplifies the transformative potential of Phygital strategies in reshaping the customer experience in fashion. By integrating digital and physical channels, this study explores how neuro-aesthetics, personalized data analytics, and advanced in-store technologies create a seamless, engaging, and customer-centric shopping journey. Leveraging a methodological framework based on customer ontology and real-time data analysis, this research outlines the innovative application of the DY platform in bridging gaps between online and offline channels, enhancing customer satisfaction, and boosting business performance. The findings emphasize the significance of personalized, immersive customer journeys, the challenges of digital transformation, and the implications for future business models.