In our previous article on Phygital marketing we spoke about how ‘Place’ is no more a brand-owned only environment. Often a customer’s first interaction with a brand is within his/her own personal space. Digital economy drivers like Amazon, Google, Facebook, Alibaba, Baidu and Tencent have disrupted the retail industry and impacted consumer expectations. Online and offline commerce now converge into an integrated Omnichannel experience. Physical stores traditionally focused on conversion. But compared to online conversions, physical conversions are burdened with substantial costs for infrastructure and sales personnel. Some retail brand owners therefore are scaling down the number of outlets and focusing on flagship stores at prime locations. These stores are repositioned as spaces for value creation. For this, adoption of right technology solutions is important. It helps generate a deeper customer understanding through data, deliver more personalised and engaging brand experiences, and act as fulfilment centers integrated with the Omnichannel architecture.