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  • Bhaskar Ahuja

The saga of physical and digital channels - the marriage of two

Updated: Apr 9


physical and digital channels

Back in the days of dawn of the digital revolution, many did their best to look down the upheaval and stated that new technologies wouldn’t ever amount to much. With time this premise backfired, many flipped in their thinking, concluding that digital would inevitably destroy their positions. When companies started turning to the digital upfront, the transition was not seamless for many. Firms that only tried to milk existing businesses while betting on independent digital start-ups that had no competitive advantages usually wounded up discarding decades’ worth of physical assets and gambling away millions in real value.

Going by the flow of brand development over the course of time, we have gone from physical units to digital platforms, and now the balance is swinging back to physical. There is an apparent momentum of various solely digital brands opening physical locations globally. The first mover advantage has allowed digital brands such as Glossier, Bonobos and Amazon to tap into the convenience that digital offers, gradually building a strong audience of loyal customers and then revitalizing the traditional physical retail. The present branding strategy is all about re-establishing processes and modernizing legacy systems to commence exposure with customers in a way the modern customer actually wants.


Softening the fine line Between Physical and Digital



The customers browse and make a decision, but they also feel. That’s the real kicker. No matter how far have we traversed in the realm of modern tech and virtualization, the physical assets and channels have an important denominator in the flow of business. Today is a type of new dawn where the spheres between online and physical are interleaved, obscured, and strengthen the counterpart. All firms are trying to meet the consumer where they are.

Following are the best components from the digital retail experience to make the physical element more refined via distinct channels:


However, just like any other humanly marriage, established mailing operations are sometimes hesitant to add digital capabilities out of fear that they’ll be doubling their communications management workload without necessarily doubling their revenues or responses. However, thanks to technological advancements, today’s mail houses can seamlessly manage print and digital channels, often from the same interface, with little added effort.

This so called picture perfect platform will devour the profound components from the digital experience to satisfy a potential buyer that is hyper-connected and demanding to meet their aspirations through multiple platforms.


Channel distribution Scenario in modern E-commerce


Many retail vendors, such as the huge chain of Barnes and Noble bookstores, have a strong Internet presence to complement their physical stores, to counteract the competition of "retailers’ cyberspace" as Amazon.com, which has no physical stores.

Take for instance, Amazon.com was once the pioneer in the domain of the virtual platform, although there are now thousands of them all over the world. Just think about the products that you, your family and your friends have acquired lately through the Internet. Why did you select this channel and not other forms of service delivery?

Apparently, the answer to the above lies in the integration of Physical assets and digital interface which needs to be implemented with a standardized, clean and logical outlook. In this respect, the following steps need to be considered:




The Dilemma of both worlds

The customers in the 21st century have woven their digital and physical worlds so tightly together that they can’t comprehend why companies haven’t done the same. The following case depicts what kind of glitches can creep in when online and physical entities are not inter-calibrated smoothly.

Recently, a gamer wanted to buy a popular video game. He found it on a major retailer’s website for $29.97. To double check and get a faster hand, he went to the retailer’s local store to pick it up. There, however, it was selling for $47.97, a 60% mark-up. He was surprised, but remembered that the company’s price-matching guarantee and asked for the online price.

On receiving the shelf price, “Wait,” he said to the retailer. “I can buy this game online and have it shipped to the store free, right?” The cashier agreed, but cautioned that it might take several days. the gamer then further inquired, “But it’s on your shelf now. Can’t I just pay for it online and take one from the shelf?” Of course not, was the response; the store and the online operation were separate businesses, and that would mess things up.

Standing at the register, the gamer ordered the item on her phone, and a few days later came back to collect it—a painstaking process.


Key pointers for the balanced union of physical and digital


Well, just like picking a communication channel, there is no one-size-fits-all “right” answer. But there are some frequently crucial right steps which when aligned with sheer logic and objective traceability can help a firm or start-up to achieve the heights of profound scalability and a stable market leverage.



Tinkering to streamline this merger of two worlds

Automated and precise calibrated transform software can adjust elements to meet channel-specific needs, such as the ability to increase font size for easier viewing in electronic presentment. On a similar context, adding or removing channel-specific design elements – such as a digital-only offer to click to pay a bill – is a snap, without requiring time-intensive, manual upstream changes.

Following four protocols can lay the founding to account for much of the difference between success and failure

  1. Protocol 1: Strategy implementation around digital physical fusion to cash in new competitive edge.

  2. Protocol 2: Cumulative addition of links and strengthening of linkages in the customer experience.

  3. Protocol 3: Transform the approach innovation by creating a team of complimentary experts.

  4. Protocol 4: Organization separation to identify the choice between digital disruption and digital transformation.

With some alterations to physical response mail intake, and by routing electronic responses through your monitoring and management software, one can track responses and other data from across channels. As a consequence, you have a bird’s-eye view of your entire operation. The top-tier software options even allow you to slice and dice that data however you see fit, potentially helping to uncover actionable insights that can help your next campaign perform even better.


How can Originscale help? Originscale is a modern and purpose-built D2C digital operations platform that connects all the dots right from manufacturing through to your sales & marketing operations end-to- end. With our data-driven approach, we go beyond the surface and automate every aspect of your value chain by focusing on your number one asset i.e. customer.


Talk to us now to explore, how we can help you efficiently run your operations, provide end to end traceability, increasing margins, reducing CAC, and retaining more customers.

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