Phygital Retail: From Personalization to Collective Action
Abstract
Digital retail environments excel at personalization but fragment shared experience into atomized realities. Physical retail provides common context but remains static and non-adaptive. This commentary argues that phygital design offers a synthesis: adaptive responsiveness within shared physical space. By integrating digital capabilities into physical environments, phygital retail can personalize experience while preserving social affordances essential for collective coordination. We develop this argument through the case of sustainable consumption, where phygital systems can make aggregate behavior visible, activate social norms, and narrow the intention-action gap. We conclude by outlining research directions for this emerging market-shaping infrastructure.
Fields of Study & Subjects
Consumer Retail Behavior Studies
Innovative Human-Technology Interaction
Sharing Economy and Platforms
Publication details
- Journal / source
- Journal of Macromarketing
- Publisher
- SAGE Publications
- Volume
- 46
- Issue
- 3
- Pages
- 299–307
- Publication date
- 22 January 2026
- Language
- EN