FIELD MARKETING BACK IN FORCE, BOOSTED BY PHYGITAL

Field marketing never disappeared. But it’s coming back stronger than ever.
For years, it was sidelined. Considered too difficult to measure, not “modern” enough, it gave way to all-digital: social media, programmatic, influence, SEO, etc.

But in recent years, the situation has been changing.
The rebound began in 2022–2023, driven by several factors:

• Post-COVID , brands wanted to rediscover human connection, real contact with consumers.
• Major retailers have quickly re-established in-store promotional activities to boost physical consumption.
• Professional and consumer events have resumed, with a strong demand for quality interactions and memorable experiences.

👉 Above all, 2025 marks a strategic turning point : it is no longer a simple “return”, it is an assumed reconquest, supported by figures, data and phygital technology.

✅ 1. Real-life experience leaves a stronger imprint

• An in-store activity (tasting, demonstration, recipe idea, etc.) engages all the senses.
• Personalized on-site advice is more valuable than a chatbot.
• A hand-delivered sample remains in memory.

✅ 2. Event reception becomes an image lever

• Hosts and hostesses embody the brand at trade shows, parties or launches.
• They ensure smooth, professional and high-quality contact .
• Humans reassure, guide, and engage.

✅ 3. Street marketing surprises, captures and transforms

• Targeted sampling , distribution, street competitions…
• Tablets, QR codes, mini-games allow you to combine fieldwork and data collection .

It is a direct, lively, and now measurable approach .

Phygital is the meeting between physical experience and digital tools .

But be careful: it’s not about digitalizing everything excessively.
Digital is not an end in itself , but an accelerator of impact , when it is well integrated into the field experience.

In the context of commercial events, phygital must remain discreet .
The heart of the activation is based on human interaction : a host who offers tastings, advises, suggests recipe ideas, etc.
This is what creates trust and commitment .

👉 Digital technology is also involved:

• QR code to a recipe card, a discount voucher or a preparation video.
• Brand-related competition, accessible via quick scan after tasting.
• Quick satisfaction survey via tablet at the end of the event.

🎯 The key message : digital does not replace human gestures, it subtly amplifies them .

In street marketing , phygital allows us to move from a brief exchange to a lasting relationship .

For example, a distributed sample can be accompanied by a QR code linking to a competition or special offer.
Facilitators can also use:

• Tablets for playing or registering participants directly .
• Connected tools to segment and qualify leads in real time.
• Geolocation or anonymized tracking systems to measure the impact on the ground.

🎯 Here, digital technology allows us to enrich the interaction , without dehumanizing it .

During an event (trade fair, exhibition, product launch, etc.), phygital allows you to:

• Facilitate reception : badge scanning, instant check-in, generation of personalized badges.
• Enrich the experience : social wall, connected photo booth, interactive games on screen.
• Extend contact : sending personalized offers after the event, collecting reviews, automated post-visit emails.

And all this without ever replacing the key role of hosts and hostesses , who remain the faces and voices of the brand on the ground.

🎯 Phygital here is not a gadget, but a facilitator of fluidity, memorization and performance .

• 📈 +12.3% investment in event marketing in 2024, a strong signal of the field’s return to favor. (IPA Bellwether)
• 🤝 74% of consumers prefer human interaction to discover a product. (Event Marketer)
• 🛍️ A tasting can increase the average basket by up to +93% , and a well-orchestrated sampling can multiply sales by up to 20x . (HubSpot)

Context:
On the occasion of Candlemas, the Luxembourg brand Le Moulin 1704 wanted to strengthen its visibility on shelves while promoting the quality of its traditional flours.

Objective: Create a delicious, friendly and measurable
in-store experience , with a dual objective:

1. Boost short-term sales
2. Strengthen brand attachment

Field device:

• 👨‍🍳 Tastings of homemade pancakes made with Le Moulin 1704 flours
• 💬 Practical advice, recipe ideas and friendly exchanges with consumers
• 📲 A QR code on POS and products allowed visitors to participate in an instant digital competition , via a form and question about the brand.

Result:
✅ Sharp increase in department traffic
✅ Significant increase in sales of featured products
✅ Qualified database thanks to participation in the game
✅ Strengthened local image: tradition + modernity

Context:
On the occasion of the Luxembourg vs Portugal match, Orange Luxembourg wanted to create an event inside the Stade de Luxembourg, by capturing the attention of the supporters present.

Objective :

• Generate high-impact field visibility
• Create an engaging and memorable experience
• Collect qualified data (CRM perspective)

Field device:

• 🎁 Phygital competition animation to win a PS5
• 📲 100% participation via QR code on digital backpacks , leading to an interactive mobile game (score as many penalties as possible in a limited time)
• Orange field promoters : explanation, support, creation of human links

Result :

✅ Hundreds of participants in less than two hours
✅ Data collected efficiently and in compliance with GDPR
✅ Viral visibility via sharing on networks
✅ Reinforced brand image: proximity + modernity

Digital attracts.
On- site engages.
Phygital connects the two.

In 2025, field marketing isn’t coming back—it’s evolving. It’s becoming part of a global, connected, emotional, and high-performance
experience .

💡 Returning to the field means investing where brands really stand out .