Trend Phygital parity: digital tools are judged by whether they strengthen human contact

Summary

Capgemini uses the term phygital parity for the point where technology smoothly strengthens human interaction in retail. It produces a single experience across physical and digital channels. When digital tools support sensory in-store experiences, they equip staff and help customers feel valued and understood. In-store human contact offers face-to-face expert advice and community events that deepen the bond with a brand. The report insists that digital tools may enhance retail but should not replace the emotional and sensory richness of shopping in person.