LAUSR

Exploring the shopping experience in a phygital store This study presents a first exploration of the shopping experience in a phygital store. The objective is to identify the functions of digital and physical devices and their impact on the dimensions and characteristics of the expe- rience.The study was done in a futuristic lab-store especially designed to merge the physical and digital environ- ments. Using several focus groups, results show that the shopping experience includes the phase of anticipation and choice of the products offered in the store and the actual consumption phase of the distribution service. Digital, physical and phygital devices contribute by their functions to the four dimensions of the consumption experience identified in the literature. The results show also that the experience unfolds continuously: the transi- tion from digital to physical or physical to digital is fast and fluid, to the point that participants sometimes find it difficult to differentiate between real and virtual.