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Phygital shopping connects the store and the screen

Customers no longer separate online and offline shopping as clearly as retailers do. They expect product information, availability, comparison, and assistance to be available wherever they are. In the store, that expectation creates a clear opportunity for better digital support.

At the SpareBank 1 retail seminar, Marcus Bomann from Woopz shared how retailers can combine the strengths of physical stores with digital product access.

What modern shoppers expect in-store

• Fast access to product information without waiting for staff.

• Personal help when the decision is complex or high value.

• Availability across sizes, variants, and related products.

• A clear path from browsing to purchase, even when an item is not on the shelf.

Technology should support employees, not replace them

A strong phygital setup gives customers more independence while helping employees provide better service. Digital tools can answer repetitive questions, while staff focus on advice, fit, context, and trust.

The store becomes a place for guided discovery

When digital product data is available inside the store, customers can compare options and employees can guide shoppers with more confidence. The result is a store experience that feels more complete and more responsive.

Key takeaway

The future of retail is not physical or digital. It is physical and digital working together in one customer journey.