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Phygitalization of stores in Africa: a potential to be developed
[Phygitalisation des magasins en Afrique: un potentiel à développer]

Author

Listed:
  • Maroua El Bouyahyaoui Idrissi

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

  • Mustapha El Koraichi

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

  • Marine Le Gall-Ely

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

  • Hanaa El Bayed Sakalli

    (LERSEM - Laboratoire d’Études et de Recherches en Sciences Economique et de Management - Ecole nationale de commerce et de gestion - UCD - Université Chouaib Doukkali)

Abstract

The integration of technologies at the point of sale has created phygital. Batat (2022), defines it as a holistic ecosystem combining the physical and the virtual, aimed at enhancing the customer experience. A review of the literature, reveals that only one study addresses phygital stores in Africa, specifically in Algeria (Meradi and Abdelhak, 2020), but it is based on a netnographic study of a mobile application, in contradiction with Yao et al.'s (2024) conclusion that e-commerce platforms, flyers and apps are not synonymous with phygital. The aim of our study is to understand the barriers to the adoption of phygital technologies in Africa. To this end, we mobilized secondary data from articles, books and reports. We followed a thematic analysis to identify four main barriers: economic, technological, social and ethical.

Suggested Citation

  • Maroua El Bouyahyaoui Idrissi & Mustapha El Koraichi & Marine Le Gall-Ely & Hanaa El Bayed Sakalli, 2024. "Phygitalization of stores in Africa: a potential to be developed [Phygitalisation des magasins en Afrique: un potentiel à développer]," Post-Print hal-04889980, HAL.
    • Handle: RePEc:hal:journl:hal-04889980
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