{"id":8449,"date":"2025-02-10T08:00:00","date_gmt":"2025-02-10T07:00:00","guid":{"rendered":"https:\/\/enxoo.com\/?p=8449"},"modified":"2025-11-18T09:25:44","modified_gmt":"2025-11-18T08:25:44","slug":"going-phygital-retail-trends-for-2025","status":"publish","type":"post","link":"https:\/\/enxoo.com\/pl\/going-phygital-retail-trends-for-2025\/","title":{"rendered":"Przej\u015bcie na \u201ePhygital\u201d: Trendy w handlu detalicznym na 2025 rok"},"content":{"rendered":"
\n

Pami\u0119tasz ostatni\u0105 wizyt\u0119 w sklepie stacjonarnym?<\/strong><\/h4>\n\n\n\n

Je\u015bli nie by\u0142o to targowisko, prawdopodobnie Twoja \u015bcie\u017cka zakupowa rozpocz\u0119\u0142a si\u0119 du\u017co wcze\u015bniej. By\u0107 mo\u017ce przegl\u0105da\u0142e\u015b produkty online, czyta\u0142e\u015b recenzje lub sprawdza\u0142e\u015b media spo\u0142eczno\u015bciowe marki i opinie influencer\u00f3w. Je\u015bli brzmi to znajomo, nie jeste\u015b sam \u2014 ponad 55% kupuj\u0105cych deklaruje, \u017ce przed dokonaniem zakupu w sklepie stacjonarnym bada produkty online.<\/p>\n\n\n\n

Zmiana pokoleniowa<\/strong><\/h4>\n\n\n\n

Rzeczywisto\u015b\u0107 jest taka, \u017ce wielu sprzedawc\u00f3w nadal dzia\u0142a tak, jakby by\u0142 rok 2020, podczas gdy ich klienci \u017cyj\u0105 ju\u017c w 2025. Generacja Z \u2014 obecnie najwi\u0119ksza grupa konsument\u00f3w \u2014 oczekuje zupe\u0142nie innego do\u015bwiadczenia zakupowego. Ci cyfrowi tubylcy dokonuj\u0105 zakup\u00f3w poprzez transmisje na \u017cywo na TikToku, polegaj\u0105 na spo\u0142ecznych dowodach s\u0142uszno\u015bci przy podejmowaniu decyzji zakupowych i oczekuj\u0105 obs\u0142ugi klienta tak natychmiastowej, jak wiadomo\u015b\u0107 na Instagramie. Nie widz\u0105 ju\u017c wyra\u017anego podzia\u0142u mi\u0119dzy zakupami online a offline, jednak wielu sprzedawc\u00f3w traktuje media spo\u0142eczno\u015bciowe jako przemijaj\u0105cy trend, a chatboty jako prze\u0142omow\u0105 technologi\u0119.<\/p>\n\n\n\n

Wed\u0142ug raportu Shopify's 2024 Holiday Retail Report, 55% kupuj\u0105cych z pokolenia Z dokonuje zakup\u00f3w na Instagramie, a 51% na TikToku. Jednak nie chodzi im tylko o do\u015bwiadczenia online \u2014 generacja Z nadal ceni sobie odkrywanie produkt\u00f3w w sklepach stacjonarnych. Oznacza to, \u017ce sprzedawcy musz\u0105 wyj\u015b\u0107 poza mobile i media spo\u0142eczno\u015bciowe, tworz\u0105c anga\u017cuj\u0105ce do\u015bwiadczenia omnichannel, kt\u00f3re p\u0142ynnie \u0142\u0105cz\u0105 \u015bwiat fizyczny i cyfrowy \u2014 tzw. do\u015bwiadczenie \"phygital\".<\/p>\n\n\n\n

Do\u015bwiadczenia hybrydowe<\/strong><\/h4>\n\n\n\n

Dzisiejsza \u015bcie\u017cka zakupowa jest bardziej hybrydowa ni\u017c kiedykolwiek, poniewa\u017c konsumenci swobodnie prze\u0142\u0105czaj\u0105 si\u0119 mi\u0119dzy kana\u0142ami cyfrowymi i fizycznymi. Klient mo\u017ce rozpocz\u0105\u0107 zakupy w sklepie stacjonarnym, a nast\u0119pnie kontynuowa\u0107 je online \u2013 by\u0107 mo\u017ce dzi\u0119ki zeskanowaniu kodu QR \u2013 lub zacz\u0105\u0107 online i zako\u0144czy\u0107 zakup w sklepie, bezpo\u015brednio lub za pomoc\u0105 us\u0142ugi \u201ekliknij i odbierz\u201d. Celem jest stworzenie sp\u00f3jnego, wygodnego do\u015bwiadczenia, niezale\u017cnie od tego, gdzie prowadzi \u015bcie\u017cka zakupowa.<\/p>\n\n\n\n

Najbardziej udani sprzedawcy nie tylko dodaj\u0105 wi\u0119cej kana\u0142\u00f3w obs\u0142ugi \u2013 przemy\u015blaj\u0105 ca\u0142\u0105 podr\u00f3\u017c klienta, aby zapewni\u0107 wyj\u0105tkowe do\u015bwiadczenia w nieoczekiwanych miejscach. Nowoczesna obs\u0142uga to przymierzalnia, kt\u00f3ra oferuje natychmiastowe porady dotycz\u0105ce stylu, aplikacja mobilna zapami\u0119tuj\u0105ca preferencje u\u017cytkownika na wszystkich kana\u0142ach czy technologia sklepowej obs\u0142ugi, kt\u00f3ra u\u0142atwia zwroty zakup\u00f3w online. Przyk\u0142adem mo\u017ce by\u0107 Apple, kt\u00f3re umo\u017cliwia p\u0142ynne przej\u015bcie od przegl\u0105dania produkt\u00f3w online do interakcji w sklepie, zach\u0119caj\u0105c klient\u00f3w do dotykania i testowania urz\u0105dze\u0144 przed zakupem. Albo polska firma VOX Furniture, kt\u00f3ra wprowadzi\u0142a VOX BOX \u2013 narz\u0119dzie VR pozwalaj\u0105ce zwizualizowa\u0107 nowe meble we w\u0142asnym wn\u0119trzu.<\/p>\n\n\n\n

Wszechobecna sztuczna inteligencja<\/strong><\/h4>\n\n\n\n

Prawdziwy omnichannel w handlu detalicznym nie mo\u017ce dzi\u015b istnie\u0107 bez AI. Wchodzimy w er\u0119 hiperspersonalizowanych do\u015bwiadcze\u0144 zakupowych, w kt\u00f3rej ogromne ilo\u015bci danych z interakcji online i offline pomagaj\u0105 sprzedawcom detalicznym zrozumie\u0107 intencje klient\u00f3w, przewidywa\u0107 ich indywidualne preferencje i dostarcza\u0107 ukierunkowane promocje we wszystkich kana\u0142ach. Przyk\u0142adem jest Gucci, kt\u00f3re redefiniuje luksusow\u0105 mod\u0119, inwestuj\u0105c w AI, aby tworzy\u0107 niezwykle spersonalizowane do\u015bwiadczenia. Integruj\u0105c eCommerce, media spo\u0142eczno\u015bciowe, marketing i urz\u0105dzenia mobilne, marka zapewnia p\u0142ynne do\u015bwiadczenie u\u017cytkownika. Jej narz\u0119dzia AI dostarczaj\u0105 pracownikom natychmiastowych informacji na temat preferencji klient\u00f3w i historii zakup\u00f3w, umo\u017cliwiaj\u0105c prawdziwie spersonalizowan\u0105 obs\u0142ug\u0119. Od prognozowania trend\u00f3w i optymalizacji zapas\u00f3w po dostosowywanie oferty do m\u0142odszych klient\u00f3w \u2013 rozwi\u0105zania oparte na AI rewolucjonizuj\u0105 ka\u017cdy aspekt procesu zakupowego.<\/p>\n\n\n\n

Bardziej ekologiczne podej\u015bcie<\/strong><\/h4>\n\n\n\n

Nie chodzi tylko o innowacje cyfrowe \u2013 zr\u00f3wnowa\u017cony rozw\u00f3j r\u00f3wnie\u017c kszta\u0142tuje przysz\u0142o\u015b\u0107 handlu. Pokolenie Z przewodzi zmianom, wykazuj\u0105c silne zaanga\u017cowanie w ekologiczne zakupy. Mimo trudno\u015bci ekonomicznych, \u015bwiadome klimatycznie podej\u015bcie do zakup\u00f3w w 2025 roku zyskuje na popularno\u015bci. Praktyki takie jak zakupy neutralne pod wzgl\u0119dem emisji dwutlenku w\u0119gla i wsparcie dla nowoczesnych rozwi\u0105za\u0144 zr\u00f3wnowa\u017conego rozwoju szybko staj\u0105 si\u0119 norm\u0105. \u015awiadomi ekologicznie konsumenci zwracaj\u0105 uwag\u0119 na ekologiczne opakowania i preferuj\u0105 produkty lokalne. W odpowiedzi coraz wi\u0119cej sprzedawc\u00f3w detalicznych wprowadza programy recyklingu w sklepach i wsp\u00f3\u0142pracuje z organizacjami non-profit. Tymczasem aplikacje takie jak Vinted nap\u0119dzaj\u0105 globalny trend zakup\u00f3w z drugiej r\u0119ki, inspiruj\u0105c marki, takie jak IKEA, do uruchamiania w\u0142asnych inicjatyw, np. IKEA Preowned \u2013 platformy, na kt\u00f3rej mo\u017cna kupowa\u0107 i sprzedawa\u0107 u\u017cywane meble IKEA.

<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

Remember the last time you walked into a store? Unless you were visiting a farmers\u2019 market, your shopping journey likely began long before you stepped through the door. You probably browsed online, read reviews, or checked out the brand\u2019s social media and what influencers were saying. If that sounds familiar, you\u2019re in good company\u2014over 55% […]<\/p>\n","protected":false},"author":15,"featured_media":8450,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178,21],"tags":[133,191,190],"class_list":["post-8449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-experience","category-transformation","tag-ai","tag-ind-retail","tag-retail"],"blocksy_meta":[],"acf":[],"yoast_head":"\nGoing \u201cPhygital\u201d: Retail Trends for 2025 - Enxoo<\/title>\n<meta name=\"description\" content=\"Phygital retail in 2025: AI, omnichannel shopping, Gen Z\u2019s digital habits, and eco-conscious trends. 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