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The Future of Retail Impacted by the Smart Phygital Era


  • PURCAREA, Theodor


Smartphones role in improving the retail customer experience is rising within the constant disruption and transformation. The need for harmonizing the digital environment with the in-store environment is clearly recognized within retailers struggling of adapting to the new reality and to improve the shopping experience, blending digital experiences with physical ones, keeping up with major mutations, having adequate insights from the analysis of data, and ensuring this way the retail renaissance, including by considering mobile and artificial intelligence as disruptive forces in retail. The last but not the least, retailers need to take into account the renewed interest in retail apps.

Suggested Citation

  • PURCAREA, Theodor, 2018. "The Future of Retail Impacted by the Smart Phygital Era," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 9(3), pages 34-46, September.
  • Handle: RePEc:rdc:journl:v:9:y:2018:i:3:p:34-46

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    Cited by:

    1. PURCAREA, Theodor Valentin, 2021. "Rethinking Strategic Planning for the Smart Phygital Future to Enable Resilience, Talent, Agility, and Improve Customer Experience," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 12(1), pages 10-14, April.
    2. PURCAREA, Theodor Valentin, 2022. "Customer Experience and Uncertainty, the Phygital CX Framework, Economics and the Paradoxes of the Evolution We Are In," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 13(1), pages 10-13, April.

    More about this item


    Retail Renaissance; Shopping Experience; Customers Data; Smart Phygital; Mobile Marketing Trends;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation


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