Phygital is not a new sales channel.
This is a way to stop losing the sales that your network is already generating, and to generate even more.
Here's how to implement it in practice, without changing your wholesale, your retail or your organization.
1 - Select 10 pilot points of sale
Simply choose:
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your best partners
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those who actually give advice
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those who regularly lack sizes or variations
Offer them a clear benefit:
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sell the products they don't (or no longer) have in stock
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receive a commission on each sale
The shop is not changing its way of working.
She is simply recovering sales that she was losing.
2 - Limit to a few references (5 to 15 products)
Don't start with your entire catalogue.
Take only:
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missing sizes, colours or models
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variants not shown
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bulky products
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hard-to-store references
Phygital initially acts as a safety net to recoup lost sales.
3 - Implement a unique sales gesture
No complex training required.
Just one sentence from the seller:
“If you like, I can have it delivered to your home.”
The customer scans and orders.
The salesperson is not changing jobs:
He simply concludes differently when the stock is lacking.
4 - The brand manages the order
After the scan:
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the brand receives the order
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the brand ships to the customer
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the shop receives its commission
The shop:
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does not store
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does not ship
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does not handle after-sales service
5 - What this does not change
The essential point.
Phygital does not replace any wholesale orders.
It only intervenes when in-store sales are impossible.
It transforms a lost sale into a sale attributed to the point of sale.
SO :
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no distributor conflict
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no conflict agent
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no e-commerce conflict
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no change in pricing
The shop triggers the sale.
The brand charges.
The store is paid according to the phygital sales conditions that you define.
No one is bypassed.
6 - Specifically for the brand
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the brand provides a selection of products
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We are integrating it into the E-POP Store as a dedicated catalog
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E-POP Store transmits orders
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The brand ships to the customer, just like in a traditional e-commerce transaction.
No IT project.
No logistical changes.
7 - Observe for 60 days
Focus on just one thing:
sales that the store wouldn't have been able to make before.
Initially, the sellers don't give it much thought.
Then it becomes a reflex as soon as a size is missing.
8 - What you actually gain: profitability and visibility
Phygital doesn't just add sales.
It improves their economic quality.
Each order originates from a purchase intent already triggered at the point of sale:
the customer saw, touched or tried the product.
Consequences :
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very few returns
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few trade discounts
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no stock tied up
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Few purchasing errors related to online discovery
The sale is therefore closer to a store sale than to a classic e-commerce transaction.
Phygital sales are traceable sales
Each order is linked to an identified point of sale.
E-POP Store provides you with reports indicating the triggering location, scans, consultations, baskets and sales.
This allows you to see not only what is selling, but also where the demand actually exists.
What this changes in business management
The network is no longer evaluated solely on its orders,
but on its ability to generate demand.
Some retail outlets order little but sell a lot.
Others place a lot of orders but generate little interest.
The phygital approach finally makes this difference visible.
Conclusion: What phygital really changes
For a long time, selling meant equipping points of sale so that they could complete the transaction themselves.
Today, the role of the store is evolving:
It triggers the purchase, but no longer needs to carry all the stock to finalize it.
Phygital therefore does not change your distribution.
It simply allows each point of sale to complete the sale it has already initiated.
You are not changing your partners, your organization, or your business strategy.
You are only eliminating sales lost between advice and availability.
Gradually, the store becomes less of a storage place
and more of a place for commercial activation.
And this is probably where the current transformation of retail lies:
no longer just sell what is present,
but to sell what was desired.
