Phygital HORECA Experience Design

A leading international coffee producer, together with Desall, invites you to research the most innovative phygital interaction models currently available on the market, including through fieldwork in HORECA venues. The objective is to identify experiences and services capable of connecting physical consumption moments with digital interactions, enhancing the customer journey, strengthening brand-consumer relationships, and generating tangible business value.
The activity includes field research and an analysis of international benchmarks in fast-growing segments, aimed at identifying replicable models already available on the market. The research shall document the main physical and digital touchpoints, activation triggers, enabling technologies, and their role throughout the customer journey.
Based on the evidence collected, participants shall then define and present an original phygital concept for the coffee sector.