Why nothing replaces the tactile and visual experience of a product in store?
In a digitally driven world where online shopping has become second nature for millions of consumers, one reality remains: the tactile and visual in-store experience remains a determining factor in the purchasing process.
While e-commerce has established itself through its speed and convenience, it still struggles to replicate the unique sensation of touching a garment, appreciating its texture, or observing its details from different angles. Why does this physical experience remain essential, and how can brands capitalize on this reality in the phygital era?
1. The power of touch and trying on: a major purchase trigger
An immediate emotional connection
Touch is a fundamental sense in the purchasing process, especially for fashion products. A soft material, a refined weave, a well-fitted cut: these are all elements that can't truly be appreciated through a screen. The feel of the fabric between the fingers creates a direct connection with the product and plays a crucial role in the perception of its quality.
Neuroscience confirms that physical contact with an object activates areas of the brain associated with attachment and possession. In other words, touching a piece of clothing in a store awakens a desire to own it, thus increasing the chances of purchasing it.
The fitting: a decisive step
Buying a garment without trying it on can be risky: wrong size, unflattering cut, unexpected discomfort... In-store fitting allows you to immediately check the suitability of the product for the customer. It's a key moment that dispels doubts and limits returns, a major drawback of e-commerce.
*In France, the average return rate for clothing purchased online is estimated at around 24%, according to the Federation of e-commerce and distance selling (FEVAD).
2. Visual perception: much more than just an image
Colors and textures: incomparable fidelity
While display technologies evolve, they never fully reproduce reality. A color seen on a screen may differ under natural light. The texture of a fabric, perceptible at first glance in a store, is difficult to translate into pixels.
Online shoppers often complain about these delays, which explains the high return rates. In-store, this direct perception ensures a more informed and satisfying decision.
Product staging: a strong psychological impact
A store's layout, the care taken with window displays, and the presentation of items unconsciously influence consumer appeal. A well-presented piece in a carefully curated environment arouses desire and creates an immersive experience that e-commerce struggles to replicate.
The desire to purchase is also aroused by subtle elements: lighting, the way the fabric reacts to movement, the interaction with other pieces in the wardrobe. All these arguments cannot be replicated online.
3. A human connection that reassures and builds loyalty
The role of in-store advice
Salespeople aren't just intermediaries between the product and the customer: they provide essential added value. A good advisor knows how to guide the buyer, suggest suitable alternatives, and enrich the shopping experience with personalized recommendations.
In an era where hyperconnectivity tends to dehumanize shopping, this interaction plays a decisive role in customer loyalty. Attentive in-store customer service can transform a visit into a memorable experience, difficult to replace with chatbots or online customer reviews.
Trust strengthened by physical interaction
Trying on a product, checking its details, and interacting with an advisor help reduce the uncertainty associated with purchasing. Unlike e-commerce, where buyers rely solely on visuals and descriptions, in-store shopping allows for instant authentication of the product's quality and suitability.
4. How does phygital capitalize on this unique experience?
Showrooming: test in store, buy online
More and more consumers are embracing showrooming: they discover and test a product in-store before purchasing it online. This trend proves that the physical experience still has a decisive impact on the purchasing process.
Brands that integrate phygital solutions in-store allow customers to complete their purchase online after physically checking out the product. This approach maximizes conversions without requiring large in-store inventory.
Less stock, more experience
With a phygital corner, stores can showcase a selection of products without needing to carry a large inventory. The shopper tries them on in-store and then orders online, ensuring optimized logistics for the brand while maintaining the sensory experience of a physical store.
A major asset for the future of retail
Despite the rise of digital, the tactile and visual in-store experience remains irreplaceable. It allows for an authentic perception of the product, reduces returns, builds trust, and fosters an emotional connection with the brand.
Phygital is therefore emerging as a strategy for the future: it offers consumers the opportunity to experience the product while benefiting from the flexibility of digital. Brands that leverage this hybridization will maximize their impact and create an unforgettable shopping experience.
The future of retail will not be played out between physical and digital, but in their perfect complementarity.
