Phygital HORECA Experience Design is now open for entries!
A leading international coffee producer, together with Desall, invites you to conduct research, including fieldwork, with objective to identify solutions capable of connecting the physical experience in HORECA venues with digital services designed to enhance the customer experience, strengthen the relationship between the brand and consumers, and generate tangible business value.
Short description
A leading international coffee producer, together with Desall, invites you to conduct research, including fieldwork, into the best phygital interaction models currently available on the market. The objective is to identify solutions capable of connecting the physical experience in HORECA venues with digital services designed to enhance the customer experience, strengthen the relationship between the brand and consumers, and generate tangible business value.
Organiser is looking for
The term phygital refers to experiences that connect the physical dimension encountered in the venue with digital services, content and interactions, creating a coherent and continuous journey for the consumer.
Physical touchpoints include all the moments, spaces and elements that consumers encounter in the venue, such as the menu, table, counter, packaging, communication materials, payment stage, etc.
Digital touchpoints include the interfaces and channels through which consumers can interact with the brand and access content or services, such as apps, web platforms, digital menus, payment systems, loyalty programs, interactive devices, notifications and personalized communications, etc.
The transition from the physical to the digital dimension may be activated through triggers and enabling technologies, such as QR codes, NFC, beacons, sensors and interactive devices, etc.
The required deliverable must include a field research phase, aimed at directly observing and analyzing consumer behavior, the touchpoints available in venues, and the ways in which the physical and digital experiences interact.
The research must identify innovative ways to increase the brand’s presence throughout the customer journey, influence consumer decision-making, facilitate data collection and the development of direct relationships, and enable integrated digital experiences that continue beyond the point of sale.
Particular attention must be paid to scalable service and business models that can be replicated in different contexts and make the value generated measurable, rather than focusing exclusively on individual technology implementations.
Winners will be announced approximately by the end of February 2027.
Submission requirements
➜ You are required to photographically document the entire customer journey within the business premises, including, by way of example, images of the entrance, main environment, physical touchpoints (e.g. printed menu), activation triggers (e.g. QR code), digital touchpoints (e.g. a dedicated loyalty program app), and any other element relevant to the user experience.
Eligibility
Participation is open to creative talents of any nationality aged 18 or over.
Benefits
➜ 1° Award: €1000
➜ 2° Award: €1000
➜ 3° Award: €1000
➜ 4° Award: €1000
➜ 5° Award: €1000
For the duration of the option right, the Sponsor may acquire a licence for the commercial exploitation of any non-winning project by paying the participant a fee of €1000.
Entry fees
The competition is free to enter.
