Author

  • Norsiah Ahmad

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Nadhrathul Ain Ibrahim

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Shahira Ariffin

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Intan Syafinaz Mat Syafie

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Nur Shahrulliza Muhammad

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Zarith Delaila Abd Aziz

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

Abstract

This conceptual paper will explore a hybrid approach of phygital retailing, which merges physical and digital shopping experiences to enhance customer engagement and satisfaction. Retailers who want to meet the demands of today's consumers must comprehend the dynamics of physical encounters as retail settings change in tandem with technology. Retailers need to utilize cutting-edge technology that connects online and offline experiences. Physical shopping provides customers with distinctive value propositions. On the other hand, phygital retailing advantages by emphasizing the potential of digital sensing technologies and augmented reality to counter issues in digital purchasing, highlighting their role in creating immersive shopping experiences that mimic the appeal of in-person shopping while retaining the benefits of electronic convenience. This intersection of physical and digital spaces empowers retailers to engage customers on multiple sensory levels, leading to deeper emotional connections and increased purchase intention. Hence, the Stimulus-Organism-Response (S-O-R) theory is deemed appropriate to underpin the research framework. The S-O-R will explain how phygital retailing influences the customer's response, such as purchase intention. Moreover, the relationship between technology and consumer experience poses new opportunities for retailers because the emergence of phygital retailing represents a new strategy in how retailers interact with consumers. Considering positivism as a primary paradigm for this research, the quantitative approach is deemed an appropriate research method to test the proposed model with empirical results. Finally, the outcome of this proposed research framework will help the researcher and manager to explore and further understand the integration of technology with consumer behaviours in the retail setting. In conclusion, phygital retailing is urged to redefine consumer experiences by merging the tactile and immediate benefits of physical retail with the convenience and personalized nature of digital interactions. Retailers can effectively harness this fusion to create engaging, memorable experiences that drive customer loyalty and satisfaction in an ever-evolving retail environment.

Keywords

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How to Cite

Ahmad, N., Ibrahim, N. A., Ariffin, S., Mat Syafie, I. S., Muhammad, N. S., & Abd Aziz, Z. D. (2025). From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework. Information Management and Business Review, 17(3(I), 196-207. https://doi.org/10.22610/imbr.v17i3(I).4659

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Vol. 17 No. 3(I) (2025) Tourism, Heritage & Employee Retention View issue contents

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2025-09-13

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