Viewpoint: phygital – the emperor’s new clothes?
Abstract
The purpose of this viewpoint is to present my arguable opinion about the phygital construct in the hopes of sparking an insightful discussion about its usefulness and the implications of my propos...
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Phygitality transcends omnichannel management and requires retailers to extend beyond bounded channel logic to fully realise the potential of phygitality for CXM.
“aligning with recent recognition that phygitality transcends omnichannel management and requires retailers to extend beyond bounded channel logic to fully realise the potential of phygitality for CXM (Batat, 2022;Klaus, 2021).”
From Retail futures: Customer experience, phygital retailing, and the Experiential Retail Territories perspective (2025) · cites this paper as Klaus, 2021
Cites
Understanding customer experience throughout the customer journey
Lemon, K. N., & Verhoef, P. C. (2016) · Journal of Marketing · doi:10.1509/jm.15.0420 · Cited by 5,765 · see citing works
The Nature of Theory in Information Systems1
Gregor, S. (2006) · MIS Quarterly · doi:10.2307/25148742 · Cited by 3,306 · see citing works
Happiness from Ordinary and Extraordinary Experiences
Bhattacharjee, A., & Mogilner, C. (2014) · Journal of Consumer Research · doi:10.1086/674724 · Cited by 380 · see citing works
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Cited by
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Pangarkar, A., Arora, V., & Shukla, Y. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103001 · Cited by 142 · see citing works
Alexander, B., & Varley, R. (2025) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.104108 · Cited by 87 · see citing works
- Authors
- Klaus, P. ‘.
- Affiliations
- Professor of Customer Experience Strategy and Management, International University of Monaco INSEEC U Research Center, Monaco
- Venue
- Journal of Strategic Marketing
- Publisher
- Informa UK Limited
- Published
- 2021-09-05
- Volume
- 32
- Issue
- 8
- Pages
- 1172-1179
- ISSN
- 0965-254X
- 1466-4488
- Cited by
- 65
- References
- 3
- Language
- en
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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