Come le Aziende Creano Phygital Consumer Brand Experiences: Studio dei casi di Starbucks e Nespresso

In the last two decades consumers moved more and more to online requiring companies to build online presence in order to get their attention. This shift to online has become fundamental for companies success. From the smaller to the bigger one businesses are required to have a digital presence to improve the chances of success in the market. What most companies are experiencing is a misalignment between physical and online presence. The goal of this thesis consists on studying the implication of consistent phygital brand experiences on consumers loyalty and satisfaction. The first part of the study is focused on the definition of phygital consumer brand experience. Starting from the concepts of physical and digital experience will further investigated on what consists creating a phygital consumer brand experience and which strategies can be adopted from companies. A particular focus will be reserved for studying Nespresso and Starbucks cases. The choice of the two brands allows to understand how two of the main players of the coffee industry created phygital consumer brand experiences. Moreover thanks to the different business models of the companies it is possible to understand how a retailer like Nespresso and a restaurant chain like Starbucks adopted a phygital approach for winning the competition. In the second part of the study are presented the results extracted by deep interviews ran with consumers. Thanks to their answers it is possible to understand how consumer perceive brands that created phygital brand experiences and how it affects their purchasing decisions throughout the customer journey. A particular focus is dedicated to understand the implications that a phyigital consumer brand experience can have on customers satisfaction and loyalty to the brand. The results of the studies can be adopted from companies to adapt their phygital consumer brand experience in the next years. Due to the big changes that the virus Sars Cov-2 brought to consumers experiences the creation of phygital consumer brand experiences can lead the companies to redesign the consumer journey to improve consumers’ loyalty and satisfaction.