IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v102y2026i2p566-581.html

The future is phygital: integrated content analysis of current retail strategies and future priorities across digital, physical, and phygital modalities

Author

Listed:
  • Testa, Danielle Sponder
  • Slaton, Kelcie

Abstract

The aim of this research is to identify current strategies and future priorities within slow-moving consumer goods (SMCG) retail as they relate to physical, digital, and phygital modalities, enabling us to draw insights relating to the future of the metaverse in retail. Within our exploration, we analyzed published reports of internal retail stakeholders including brands and retailers, and external retail stakeholders including professional service firms and consumers. Results indicate current strategies emphasizing digital engagement, enabling self-expression and individualization through the metaverse and digital assets. However, an impending shift for future priorities integrates physical and digital to create phygital experiences. Thus, stakeholders expect that the future of metaverse retailing lies in integrated experiences, including physical and digital touchpoints, for an immersive experience.

Suggested Citation

  • Testa, Danielle Sponder & Slaton, Kelcie, 2026. "The future is phygital: integrated content analysis of current retail strategies and future priorities across digital, physical, and phygital modalities," Journal of Retailing, Elsevier, vol. 102(2), pages 566-581.
    • Handle: RePEc:eee:jouret:v:102:y:2026:i:2:p:566-581
    DOI: 10.1016/j.jretai.2025.04.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435925000296
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2025.04.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:102:y:2026:i:2:p:566-581. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.