Paper Details

Name: Priyanka Singh Jadon, Vijay Kumar
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 234-239
DOI: https://doi.org/10.5281/zenodo.20343006

The profound fascination of the buying something from a retail store & the sophistication & facility of having something delivered to your home at your doorstep without putting a foot out of your house & having the similar kind of shopping exhilaration is the amalgamation & transformative experience of phygital retailing. It bridges the gap between a brick & motor stores & virtual platforms but despite achieving this fulfilment this model has certain peculiar issues associated with it. Although, there is a significant paradigm shift, where the customers expect immersive frictionless journeys, they demand the convenience & offer boosting loyalties too. But these offers also have hidden challenges associated with them especially about the privacy concerns which still persists & the digital divides. Despite these uplifting perimeters the true shopping experience cannot be undermined, the transformation &
transitional role in sustaining & providing a competitive advantage in this contemporary business world cannot be diminished.