Phygital is a term that combines the words physical and digital, referring to the seamless integration of physical and digital experiences. It describes the blending of the physical and virtual worlds, creating a new hybrid reality where the boundaries between the two are blurred. This term is often used in the context of retail and marketing, where traditional brick-and-mortar stores are incorporating digital technologies to enhance the customer experience. Phygital experiences can range from interactive displays and virtual try-on tools to personalized recommendations and mobile payment options. In essence, phygital is about creating a more immersive and convenient experience for consumers by leveraging the best of both physical and digital worlds.