How to shape and to deliver a memorable experience in a phygitalized retail store

Nowadays, retailing is affected by constant changes. If in the past, the advent of digital retail imposed itself in sharp contrast with the physical one, today we are witnessing a counter-trend phenomenon. The new retail orientation is to combine digital and physical elements (the so-called phygitalization of the point of sale) in the same place to create an environment enriched by multisensory elements. Existing literature devoted to this research strand is still limited, and this paper attempts to contribute to deepen the scientific debate around it by analysing how the co-existing mixture of physical and digital elements within a retail store is shaping a phygitalized experience able to influence shoppers’ satisfaction, their behavioural intentions (intention to return, intention to recommend the store to others) and their memorability