From phygital to physical, the benefits of an unexpected regression

In a society – and in a market – in which the trend toward the digital world is increasingly marked, including through the creation of curious hybrids between physical and virtual experiences, a regression to the physical dimension of our experiences, to their material aspect, could produce surprisingly positive effects, especially for all those brands and companies that set themselves the goal of impressing their consumers with products and services that are always original and capable of generating added value for the end consumer.

Indeed, we are no longer in an era in which the relationship between the brand and its customer ends with the purchase of the product itself, with a mere financial exchange and the delivery of the merchandise to its new owner: a much greater effort is now needed, particularly on the part of the company, which is called upon to intrigue and capture the attention of its consumer through original gimmicks and ideas, capable of deeply exciting him or her and binding him or her ever more closely to his or her brand of reference.

The value of physicality

Almost everyone, at this particular historical juncture, seems to take it for granted that a company’s room to maneuver in its attempt to positively affect its interlocutor is exclusively virtual, online, perhaps within a few pages on social media, with an eye-catching newsletter, or with a dynamic and ultra-modern website that attracts attention in the blink of an eye.

There is certainly no denying that the Internet and social media play a significant role, even for newly established brands with very few employees, and even for family-run businesses looking to dramatically improve their performance.

But nowadays, to really make their mark, companies may decide to focus again on everything that does not have to do with the online and virtual world, that is, returning to an exquisitely physical dimension of its relationship with the customer.

This regression-which is then an eternal return-to physicality can manifest itself, for example, through an ambitious packaging strategy that includes the inclusion, in the package in which the product is enclosed, of various freebies or objects blatantly given to the consumer, in order to arouse in him extremely positive feelings and emotions. This action has a specific purpose, and that is to awaken in the consumer’s soul one of the most difficult emotions to generate: the sense of wonder.

In order to stimulate it, it is necessary to gently touch certain particular strings of their heart, catching them almost unawares and instilling in them the feeling of astonishment without them almost noticing it, in an almost automatic way, as if it were a real substance that enters into circulation the moment the consumer lays his gaze on the contents of the package. This feeling is capable of leaving deep traces in the heart of any consumer, depositing them discreetly and then letting them awaken at the right moment.

A precise strategy

The most significant results, from this point of view, are therefore achieved with a precise strategy that will be accomplished offline, at the time of unwrapping or opening the package, but the same results – albeit with some slight differences – can also be achieved quite easily online, within all the company’s virtual channels, through an exciting user experience that is full of surprises for the user: not only through social media, but also with the company’s website, which could be transformed and enriched by pleasant moments of entertainment designed specifically for customers, and which will contribute greatly to increasing their enjoyment of the brand’s channels.

A mechanism of this kind has already been successfully employed by some of the best online portals dedicated to gambling, within which one will be able to find vast selections of slot machines and casino games to try out in a simple and safe manner, but also a series of extremely fun and electrifying experiences, such as those related to the latest casino bonuses.

Being able to access these rich entertainment opportunities, summarized beautifully in the different kinds of bonuses, greatly enriches the online gaming experience, surprising the player with a host of additional fun they never expected to experience.

In addition to offering a plethora of slots and games capable of satisfying any taste, these portals also allow their users to experience something out of the ordinary, giving them access to exclusive bonuses that seem to encapsulate endless possibilities.

There are various ways to arouse the sense of wonder in the human soul: one of them, without a shadow of a doubt, can be activated through the genuine sensations induced by the best kind of entertainment.