Carmen Gerea.

Phygital research and omnichannel experience

A study of how brands connect physical and digital experiences through smart packaging, QR codes and omnichannel strategies.

2022Chile
Cover of the Phygital Experience study published on FREED

50

códigos QR registrados en terreno

7

marcas CPG entrevistadas

8

macrotendencias analizadas

01 · Context

The Challenge

Brands were adding QR codes, smart packaging and new digital touchpoints, but those initiatives were not always connected to the consumer's actual experience. The challenge was to observe the Chilean market, identify where channel continuity broke down and understand what brands needed from phygital solution providers.

02 · Design

The Solution

The study combined field observation, consumer trend analysis and interviews with brand professionals and ecosystem actors. This case summarises the process and key lessons; the complete editorial content, findings and downloadable report remain on FREED.

  1. 01

    Recording and analysis of 50 QR codes on packaging, labels, displays, POP material and shelves.

  2. 02

    Review of eight consumer macrotrends and four Smart Packaging technologies.

  3. 03

    Interviews with professionals from seven consumer packaged goods brands and B2B2C companies.

  4. 04

    Synthesis of challenges and recommendations for designing physical-digital experiences with genuine value.

03 · Participation

My Role

I designed and led the research through FREED: defining the approach, conducting fieldwork and interviews, analysing patterns and shaping the editorial narrative. The result connected user research, service design and content strategy to turn scattered evidence into useful recommendations for brands and B2B providers.

UX research + omnichannel strategy

04 · Impact

Open research to support better decisions

The research turned market signals into a practical foundation for CX, marketing and innovation teams. Rather than duplicating the study here, this case documents my contribution and links to the original FREED publication, where readers can explore the findings and download the full report.

Analysis of QR codes in retail spaces from the Phygital Experience study
Field research and analysis of 50 QR codes.
Findings and recommendations from FREED's Phygital Experience study
Brand perspectives and recommendations for B2B solutions.

References

Tools and methods

Investigación cualitativa · Benchmark · Observación en terreno · Phygital · Omnicanalidad · Encuesta de omnicanalidad

Status

Completed

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Schedule

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Chile time (Santiago) · GMT -03:00

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