How CMOs Use Phygital Retail to Close the Online-Offline Gap

Episode notes

Episode 110 of The CMO Podcast with Fexingo zooms in on phygital retail - the blending of physical and digital experiences. Lucas and Luna unpack why brands like Nike and Sephora are redesigning their stores around digital-first behavior, not just selling products. They break down the specific metrics CMOs use to tie phygital investments to revenue: store-level foot traffic driven by app engagement, in-store QR code scan rates, and cross-channel basket lift. Using the example of a 2025 Starbucks store refresh that turned pickup-only locations into product sampling hubs, the hosts drill into one concrete number: a 23% increase in attach rate for digital-only customers who visited a redesigned store. They also discuss the tension between frictionless shopping and data capture, and whether phygital is just a buzzword or a real budget line. A focused, tactical conversation for marketing leaders thinking about their next store format.

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