A digital marketing strategy infographic with a central circle labeled "PHYGITAL" surrounded by four quadrants: "Brick and Mortar Retail," "Ecommerce," "Community Forum," and "Experimental Retail Format." Each quadrant has related examples, and there are four images on the sides depicting retail environments and digital devices.

The Phygital Economy

How does physical and digital integration elevate our experience?

This research introduces the concept of the Phygital Economy, a theoretical framework explaining how physical and digital retail environments increasingly function as a unified system rather than separate channels. The work extends the Experience Economy by identifying how organizations create value through integrated consumer experiences.

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Small Concept Luxury Department Stores (SCLD)

Are customers looking for product or something else entirely from the luxury experience?

Conceptual diagram illustrating relationships among shopping enjoyment, materialism, consumer innovativeness, beliefs, attitudes, and patronage intentions related to the SCLD.

This research develops the concept of the Small Concept Luxury Department Store (SCLD), a new retail format emphasizing curated assortments, personalized service, experiential engagement, and omnichannel integration. The work examines how luxury retailers shift from inventory-centered models toward relationship-centered consumer experiences.

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