{"id":12998,"date":"2025-08-26T11:03:00","date_gmt":"2025-08-26T09:03:00","guid":{"rendered":"https:\/\/cdpub.lu\/?p=12998"},"modified":"2025-08-26T19:03:31","modified_gmt":"2025-08-26T17:03:31","slug":"field-marketing-back-in-force-boosted-by-phygital","status":"publish","type":"post","link":"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/","title":{"rendered":"FIELD MARKETING BACK IN FORCE, BOOSTED BY PHYGITAL"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section][vc_row][vc_column offset=&#8221;vc_col-lg-offset-2 vc_col-lg-8&#8243;][vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">Field marketing never disappeared. But it&#8217;s coming back stronger than ever.<\/span><br \/>\n<span dir=\"auto\">For years, it was sidelined. Considered too difficult to measure, not &#8220;modern&#8221; enough, it gave way to all-digital: social media, programmatic, influence, SEO, etc.<\/span><\/p>\n<p><span dir=\"auto\">But in recent years, the situation has been changing.<\/span><br \/>\n<span dir=\"auto\">The rebound began in 2022\u20132023, driven by several factors:<\/span><\/p>\n<ul>\n<li><strong><span dir=\"auto\">Post-COVID<\/span><\/strong><span dir=\"auto\">\u00a0, brands wanted to rediscover human connection, real contact with consumers.<\/span><\/li>\n<li><span dir=\"auto\">Major retailers have quickly re-established\u00a0<\/span><strong><span dir=\"auto\">in-store promotional activities<\/span><\/strong><span dir=\"auto\">\u00a0to boost physical consumption.<\/span><\/li>\n<li><strong><span dir=\"auto\">Professional and consumer events<\/span><\/strong><span dir=\"auto\">\u00a0have\u00a0resumed, with a strong demand for quality interactions and memorable experiences.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">\ud83d\udc49\u00a0<\/span><strong><span dir=\"auto\">Above all, 2025 marks a strategic turning point<\/span><\/strong><span dir=\"auto\">\u00a0: it is no longer a simple \u201creturn\u201d, it is an assumed reconquest, supported by figures, data and phygital technology.<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded45158 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded45158 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded45158 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded45158 { line-height:125% !important; }}#ut_custom_heading69d46ded45158 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded45158 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d46ded45158 { text-align:center; } }#ut_custom_heading69d46ded45158 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d46ded45158\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module   vc_custom_1752137033006\" ><span class=\"\" >Why a return to the field?<\/span><\/h2>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">\u2705\u00a0<\/span><strong><span dir=\"auto\">1. Real-life experience leaves a stronger imprint<\/span><\/strong><\/p>\n<ul>\n<li><span dir=\"auto\">An in-store activity (tasting, demonstration, recipe idea, etc.) engages all the senses.<\/span><\/li>\n<li><strong><span dir=\"auto\">Personalized on-site advice<\/span><\/strong><span dir=\"auto\">\u00a0is\u00a0more valuable than a chatbot.<\/span><\/li>\n<li><span dir=\"auto\">A\u00a0<\/span><strong><span dir=\"auto\">hand-delivered sample<\/span><\/strong><span dir=\"auto\">\u00a0remains in memory.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">\u2705\u00a0<\/span><strong><span dir=\"auto\">2. Event reception becomes an image lever<\/span><\/strong><\/p>\n<ul>\n<li><span dir=\"auto\">Hosts and hostesses\u00a0<\/span><strong><span dir=\"auto\">embody the brand<\/span><\/strong><span dir=\"auto\">\u00a0at trade shows, parties or launches.<\/span><\/li>\n<li><span dir=\"auto\">They ensure\u00a0<\/span><strong><span dir=\"auto\">smooth, professional and high-quality contact<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><\/li>\n<li><span dir=\"auto\">Humans reassure, guide, and engage.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">\u2705\u00a0<\/span><strong><span dir=\"auto\">3. Street marketing surprises, captures and transforms<\/span><\/strong><\/p>\n<ul>\n<li><strong><span dir=\"auto\">Targeted sampling<\/span><\/strong><span dir=\"auto\">\u00a0, distribution, street competitions\u2026<\/span><\/li>\n<li><span dir=\"auto\">Tablets, QR codes, mini-games allow you to\u00a0<\/span><strong><span dir=\"auto\">combine fieldwork and data collection<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">It is a direct, lively, and now\u00a0<\/span><strong><span dir=\"auto\">measurable<\/span><\/strong><span dir=\"auto\">\u00a0approach .<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded49012 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded49012 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded49012 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded49012 { line-height:125% !important; }}#ut_custom_heading69d46ded49012 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded49012 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d46ded49012 { text-align:center; } }#ut_custom_heading69d46ded49012 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d46ded49012\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module   vc_custom_1752137110041\" ><span class=\"\" >The lever that changes everything: phygital<\/span><\/h2>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">Phygital\u00a0is the meeting between physical experience and digital tools\u00a0<\/span><strong><span dir=\"auto\">.<\/span><\/strong><\/p>\n<p><span dir=\"auto\">But be careful: it&#8217;s not about digitalizing everything excessively.<\/span><br \/>\n<span dir=\"auto\">Digital is not\u00a0<\/span><strong><span dir=\"auto\">an end in itself<\/span><\/strong><span dir=\"auto\">\u00a0, but an\u00a0<\/span><strong><span dir=\"auto\">accelerator of impact<\/span><\/strong><span dir=\"auto\">\u00a0, when it is well integrated into the field experience.<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded4907e { font-size:22px !important;line-height:125% !important; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded4907e { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded4907e { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded4907e { line-height:125% !important; }}#ut_custom_heading69d46ded4907e { font-weight:bold; }#ut_custom_heading69d46ded4907e { text-align:left; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded4907e { text-align:left; } }@media (max-width: 767px) { #ut_custom_heading69d46ded4907e { text-align:left; } }#ut_custom_heading69d46ded4907e { text-transform:uppercase; }<\/style><p id=\"ut_custom_heading69d46ded4907e\" data-responsive-font=\"p\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;22&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;22&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;}\" class=\"ut-custom-heading-module   vc_custom_1752140703248\" ><span class=\"\" >\ud83d\uded2 In-store: people first, digital support<\/span><\/p>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">In the context of commercial events, phygital must remain\u00a0<\/span><strong><span dir=\"auto\">discreet<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><br \/>\n<span dir=\"auto\">The heart of the activation is based on\u00a0<\/span><strong><span dir=\"auto\">human interaction<\/span><\/strong><span dir=\"auto\">\u00a0: a host who offers tastings, advises, suggests recipe ideas, etc.<\/span><br \/>\n<span dir=\"auto\">This is what creates\u00a0<\/span><strong><span dir=\"auto\">trust and commitment<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><\/p>\n<p><span dir=\"auto\">\ud83d\udc49 Digital technology is also involved:<\/span><\/p>\n<ul>\n<li><span dir=\"auto\">QR code to a recipe card, a discount voucher or a preparation video.<\/span><\/li>\n<li><span dir=\"auto\">Brand-related competition, accessible via quick scan after tasting.<\/span><\/li>\n<li><span dir=\"auto\">Quick satisfaction survey via tablet at the end of the event.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">\ud83c\udfaf\u00a0<\/span><strong><span dir=\"auto\">The key message<\/span><\/strong><span dir=\"auto\">\u00a0: digital\u00a0<\/span><strong><span dir=\"auto\">does not replace<\/span><\/strong><span dir=\"auto\">\u00a0human gestures, it\u00a0<\/span><strong><span dir=\"auto\">subtly amplifies<\/span><\/strong><span dir=\"auto\">\u00a0them .<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded490da { font-size:22px !important;line-height:125% !important; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded490da { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded490da { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded490da { line-height:125% !important; }}#ut_custom_heading69d46ded490da { font-weight:bold; }#ut_custom_heading69d46ded490da { text-align:left; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded490da { text-align:left; } }@media (max-width: 767px) { #ut_custom_heading69d46ded490da { text-align:left; } }#ut_custom_heading69d46ded490da { text-transform:uppercase; }<\/style><p id=\"ut_custom_heading69d46ded490da\" data-responsive-font=\"p\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;22&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;22&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;}\" class=\"ut-custom-heading-module   vc_custom_1752140760038\" ><span class=\"\" >\ud83d\udeb6\u200d\u2642\ufe0f On the street: interaction + data collection<\/span><\/p>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">In\u00a0<\/span><strong><span dir=\"auto\">street marketing<\/span><\/strong><span dir=\"auto\">\u00a0, phygital allows us to move from a brief exchange to a\u00a0<\/span><strong><span dir=\"auto\">lasting relationship<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><\/p>\n<p><span dir=\"auto\">For example, a distributed sample can be accompanied by a QR code linking to a competition or special offer.<\/span><br \/>\n<span dir=\"auto\">Facilitators can also use:<\/span><\/p>\n<ul>\n<li><span dir=\"auto\">Tablets\u00a0for playing or registering participants directly\u00a0<\/span><strong><span dir=\"auto\">.<\/span><\/strong><\/li>\n<li><strong><span dir=\"auto\">Connected tools<\/span><\/strong><span dir=\"auto\">\u00a0to\u00a0segment and qualify leads in real time.<\/span><\/li>\n<li><strong><span dir=\"auto\">Geolocation<\/span><\/strong><span dir=\"auto\">\u00a0or\u00a0<\/span><strong><span dir=\"auto\">anonymized tracking<\/span><\/strong><span dir=\"auto\">\u00a0systems\u00a0to measure the impact on the ground.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">\ud83c\udfaf Here, digital technology allows us to\u00a0<\/span><strong><span dir=\"auto\">enrich the interaction<\/span><\/strong><span dir=\"auto\">\u00a0, without\u00a0<\/span><strong><span dir=\"auto\">dehumanizing<\/span><\/strong><span dir=\"auto\">\u00a0it .<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded4912f { font-size:22px !important;line-height:125% !important; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded4912f { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded4912f { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded4912f { line-height:125% !important; }}#ut_custom_heading69d46ded4912f { font-weight:bold; }#ut_custom_heading69d46ded4912f { text-align:left; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded4912f { text-align:left; } }@media (max-width: 767px) { #ut_custom_heading69d46ded4912f { text-align:left; } }#ut_custom_heading69d46ded4912f { text-transform:uppercase; }<\/style><p id=\"ut_custom_heading69d46ded4912f\" data-responsive-font=\"p\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;22&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;22&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;}\" class=\"ut-custom-heading-module   vc_custom_1752140781726\" ><span class=\"\" >\ud83c\udfaa Events: streamline, enrich, extend<\/span><\/p>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">During an event (trade fair, exhibition, product launch, etc.), phygital allows you to:<\/span><\/p>\n<ul>\n<li><strong><span dir=\"auto\">Facilitate reception<\/span><\/strong><span dir=\"auto\">\u00a0: badge scanning, instant check-in, generation of personalized badges.<\/span><\/li>\n<li><strong><span dir=\"auto\">Enrich the experience<\/span><\/strong><span dir=\"auto\">\u00a0: social wall, connected photo booth, interactive games on screen.<\/span><\/li>\n<li><strong><span dir=\"auto\">Extend contact<\/span><\/strong><span dir=\"auto\">\u00a0: sending personalized offers after the event, collecting reviews, automated post-visit emails.<\/span><\/li>\n<\/ul>\n<p><span dir=\"auto\">And all this without ever replacing\u00a0<\/span><strong><span dir=\"auto\">the key role of hosts and hostesses<\/span><\/strong><span dir=\"auto\">\u00a0, who remain the\u00a0<\/span><strong><span dir=\"auto\">faces and voices of the brand<\/span><\/strong><span dir=\"auto\">\u00a0on the ground.<\/span><\/p>\n<p><span dir=\"auto\">\ud83c\udfaf Phygital here is not a gadget, but a\u00a0<\/span><strong><span dir=\"auto\">facilitator of fluidity, memorization and performance<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded49182 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded49182 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded49182 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded49182 { line-height:125% !important; }}#ut_custom_heading69d46ded49182 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded49182 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d46ded49182 { text-align:center; } }#ut_custom_heading69d46ded49182 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d46ded49182\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module   vc_custom_1752137603935\" ><span class=\"\" >What the market says<\/span><\/h2>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<ul>\n<li><span dir=\"auto\"><span dir=\"auto\">\ud83d\udcc8\u00a0<\/span><\/span><strong><span dir=\"auto\"><span dir=\"auto\">+12.3% investment in event marketing<\/span><\/span><\/strong><span dir=\"auto\"><span dir=\"auto\">\u00a0in 2024, a strong signal of the field&#8217;s return to favor.\u00a0<\/span><\/span><em><span dir=\"auto\"><span dir=\"auto\">(IPA Bellwether)<\/span><\/span><\/em><\/li>\n<li><span dir=\"auto\"><span dir=\"auto\">\ud83e\udd1d\u00a0<\/span><\/span><strong><span dir=\"auto\"><span dir=\"auto\">74% of consumers prefer human interaction<\/span><\/span><\/strong><span dir=\"auto\"><span dir=\"auto\">\u00a0to discover a product.\u00a0<\/span><\/span><em><span dir=\"auto\"><span dir=\"auto\">(Event Marketer)<\/span><\/span><\/em><\/li>\n<li><span dir=\"auto\"><span dir=\"auto\">\ud83d\udecd\ufe0f A\u00a0<\/span><\/span><strong><span dir=\"auto\"><span dir=\"auto\">tasting can increase the average basket by up to +93%<\/span><\/span><\/strong><span dir=\"auto\"><span dir=\"auto\">\u00a0, and a\u00a0<\/span><\/span><strong><span dir=\"auto\"><span dir=\"auto\">well-orchestrated sampling can multiply sales by up to 20x<\/span><\/span><\/strong><span dir=\"auto\"><span dir=\"auto\">\u00a0.\u00a0<\/span><\/span><em><span dir=\"auto\"><span dir=\"auto\">(HubSpot)<\/span><\/span><\/em><\/li>\n<\/ul>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;mulled_wine&#8221; border_width=&#8221;5&#8243; el_width=&#8221;70&#8243;]<style type=\"text\/css\">#ut_custom_heading69d46ded491bd { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded491bd { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded491bd { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded491bd { line-height:125% !important; }}#ut_custom_heading69d46ded491bd { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded491bd { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d46ded491bd { text-align:center; } }#ut_custom_heading69d46ded491bd { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d46ded491bd\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module   vc_custom_1752137671714\" ><span class=\"\" >\ud83e\udd5e Case study &#8211; In-store sales promotion: Le Moulin 1704<\/span><\/h2><div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_69d46ded499ac { opacity: 1; }#ut_am_wrap_69d46ded499ad .ut-image-gallery-item-caption-title h3 { letter-spacing: 0em; }#ut_am_wrap_69d46ded499ad .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_69d46ded499ad { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_69d46ded499ad { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_69d46ded499ad { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_69d46ded499ad\" class=\"ut-image-gallery-image \"><div id=\"ut_reveal_69d46ded499ae\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done \"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img loading=\"lazy\" decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image \"  id=\"ut_am_69d46ded499ac\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1920 1080'%2F%3E\" data-src=\"https:\/\/cdpub.lu\/wp-content\/uploads\/2025\/07\/poster-moulins-pc.jpg\" width=\"1920\" height=\"1080\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><strong><span dir=\"auto\">Context:<\/span><\/strong><br \/>\n<span dir=\"auto\">On the occasion of Candlemas, the Luxembourg brand\u00a0<\/span><strong><span dir=\"auto\">Le Moulin 1704<\/span><\/strong><span dir=\"auto\">\u00a0wanted to strengthen its visibility on shelves while promoting the quality of its traditional flours.<\/span><\/p>\n<p><strong><span dir=\"auto\">Objective: Create a\u00a0<\/span><\/strong><span dir=\"auto\"><strong>delicious, friendly and measurable<\/strong><\/span><br \/>\n<span dir=\"auto\">in-store experience\u00a0, with a dual objective:<\/span><\/p>\n<ol>\n<li><span dir=\"auto\">Boost short-term sales<\/span><\/li>\n<li><span dir=\"auto\">Strengthen brand attachment<\/span><\/li>\n<\/ol>\n<p><strong><span dir=\"auto\">Field device:<\/span><\/strong><\/p>\n<ul>\n<li><span dir=\"auto\">\ud83d\udc68\u200d\ud83c\udf73\u00a0<\/span><strong><span dir=\"auto\">Tastings of homemade pancakes<\/span><\/strong><span dir=\"auto\">\u00a0made with Le Moulin 1704 flours<\/span><\/li>\n<li><span dir=\"auto\">\ud83d\udcac\u00a0<\/span><strong><span dir=\"auto\">Practical advice, recipe ideas and friendly exchanges<\/span><\/strong><span dir=\"auto\">\u00a0with consumers<\/span><\/li>\n<li><span dir=\"auto\">\ud83d\udcf2 A\u00a0<\/span><strong><span dir=\"auto\">QR code on POS and products<\/span><\/strong><span dir=\"auto\">\u00a0allowed visitors to participate in an\u00a0<\/span><strong><span dir=\"auto\">instant digital competition<\/span><\/strong><span dir=\"auto\">\u00a0, via a form and question about the brand.<\/span><\/li>\n<\/ul>\n<p><strong><span dir=\"auto\">Result:<\/span><\/strong><br \/>\n<span dir=\"auto\">\u2705 Sharp increase in department traffic<\/span><br \/>\n<span dir=\"auto\">\u2705 Significant increase in sales of featured products<\/span><br \/>\n<span dir=\"auto\">\u2705\u00a0<\/span><strong><span dir=\"auto\">Qualified database<\/span><\/strong><span dir=\"auto\">\u00a0thanks to participation in the game<\/span><br \/>\n<span dir=\"auto\">\u2705 Strengthened local image:\u00a0<\/span><strong><span dir=\"auto\">tradition + modernity<\/span><\/strong><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded49a27 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded49a27 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded49a27 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded49a27 { line-height:125% !important; }}#ut_custom_heading69d46ded49a27 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded49a27 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d46ded49a27 { text-align:center; } }#ut_custom_heading69d46ded49a27 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d46ded49a27\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module   vc_custom_1752137728581\" ><span class=\"\" >\ud83c\udfae Case study &#8211; Event-based street marketing: Orange Luxembourg<\/span><\/h2><div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_69d46ded4a314 { opacity: 1; }#ut_am_wrap_69d46ded4a315 .ut-image-gallery-item-caption-title h3 { letter-spacing: 0em; }#ut_am_wrap_69d46ded4a315 .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_69d46ded4a315 { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_69d46ded4a315 { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_69d46ded4a315 { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_69d46ded4a315\" class=\"ut-image-gallery-image \"><div id=\"ut_reveal_69d46ded4a316\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done \"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img loading=\"lazy\" decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image \"  id=\"ut_am_69d46ded4a314\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1280 720'%2F%3E\" data-src=\"https:\/\/cdpub.lu\/wp-content\/uploads\/2025\/07\/poster-video-orange-lux-por.jpg\" width=\"1280\" height=\"720\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><strong><span dir=\"auto\">Context:<\/span><\/strong><br \/>\n<span dir=\"auto\">On the occasion of the Luxembourg vs Portugal match,\u00a0<\/span><strong><span dir=\"auto\">Orange Luxembourg<\/span><\/strong><span dir=\"auto\">\u00a0wanted to create an event inside the Stade de Luxembourg, by capturing the attention of the supporters present.<\/span><\/p>\n<p><strong><span dir=\"auto\">Objective :<\/span><\/strong><\/p>\n<ul>\n<li><span dir=\"auto\">Generate\u00a0<\/span><strong><span dir=\"auto\">high-impact field visibility<\/span><\/strong><\/li>\n<li><span dir=\"auto\">Create an\u00a0<\/span><strong><span dir=\"auto\">engaging and memorable experience<\/span><\/strong><\/li>\n<li><span dir=\"auto\">Collect\u00a0<\/span><strong><span dir=\"auto\">qualified data<\/span><\/strong><span dir=\"auto\">\u00a0(CRM perspective)<\/span><\/li>\n<\/ul>\n<p><strong><span dir=\"auto\">Field device:<\/span><\/strong><\/p>\n<ul>\n<li><span dir=\"auto\">\ud83c\udf81\u00a0<\/span><strong><span dir=\"auto\">Phygital competition<\/span><\/strong><span dir=\"auto\">\u00a0animation to win a PS5<\/span><\/li>\n<li><span dir=\"auto\">\ud83d\udcf2 100% participation via\u00a0<\/span><strong><span dir=\"auto\">QR code on digital backpacks<\/span><\/strong><span dir=\"auto\">\u00a0, leading to an interactive mobile game (score as many penalties as possible in a limited time)<\/span><\/li>\n<li><strong><span dir=\"auto\">Orange field promoters<\/span><\/strong><span dir=\"auto\">\u00a0: explanation, support, creation of human links<\/span><\/li>\n<\/ul>\n<p><strong><span dir=\"auto\">Result :<\/span><\/strong><\/p>\n<p><span dir=\"auto\">\u2705\u00a0<\/span><strong><span dir=\"auto\">Hundreds of participants<\/span><\/strong><span dir=\"auto\">\u00a0in less than two hours<\/span><br \/>\n<span dir=\"auto\">\u2705 Data collected efficiently and in compliance with GDPR<\/span><br \/>\n<span dir=\"auto\">\u2705\u00a0<\/span><strong><span dir=\"auto\">Viral visibility<\/span><\/strong><span dir=\"auto\">\u00a0via sharing on networks<\/span><br \/>\n<span dir=\"auto\">\u2705 Reinforced brand image:\u00a0<\/span><strong><span dir=\"auto\">proximity + modernity<\/span><\/strong><\/p>\n<\/div>\n<p>[\/vc_column_text]<style type=\"text\/css\">#ut_custom_heading69d46ded4a381 { font-size:36px !important;line-height:125% !important;letter-spacing:-0.03em; }@media (min-width: 1025px) and (max-width: 1679px) {#ut_custom_heading69d46ded4a381 { line-height:125% !important; }}@media (min-width: 768px) and (max-width: 1024px) {#ut_custom_heading69d46ded4a381 { line-height:125% !important; }}@media (max-width: 767px) {#ut_custom_heading69d46ded4a381 { line-height:125% !important; }}#ut_custom_heading69d46ded4a381 { text-align:center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_custom_heading69d46ded4a381 { text-align:center; } }@media (max-width: 767px) { #ut_custom_heading69d46ded4a381 { text-align:center; } }#ut_custom_heading69d46ded4a381 { text-transform:uppercase; }<\/style><h2 id=\"ut_custom_heading69d46ded4a381\" data-responsive-font=\"h2\" data-responsive-font-settings=\"{&quot;base-font-size&quot;:&quot;36&quot;,&quot;font-size-unit&quot;:&quot;px&quot;,&quot;font-size&quot;:{&quot;desktop_large&quot;:&quot;36&quot;},&quot;base-line-height&quot;:&quot;125&quot;,&quot;line-height-unit&quot;:&quot;%&quot;,&quot;line-height&quot;:{&quot;desktop_large&quot;:&quot;125&quot;,&quot;desktop_small&quot;:&quot;125&quot;,&quot;tablet&quot;:&quot;125&quot;,&quot;mobile&quot;:&quot;125&quot;},&quot;base-letter-spacing&quot;:&quot;global&quot;,&quot;letter-spacing&quot;:{&quot;desktop_large&quot;:&quot;-0.03&quot;}}\" class=\"ut-custom-heading-module   vc_custom_1752137783009\" ><span class=\"\" >\ud83c\udfaf Conclusion: Field marketing, more strategic than ever<\/span><\/h2>[vc_column_text]<\/p>\n<div style=\"text-align: justify;\">\n<p><span dir=\"auto\">Digital\u00a0<\/span><strong><span dir=\"auto\">attracts.<\/span><\/strong><br \/>\n<span dir=\"auto\">On-\u00a0<\/span><strong><span dir=\"auto\">site engages.<\/span><\/strong><br \/>\n<span dir=\"auto\">Phygital\u00a0<\/span><strong><span dir=\"auto\">connects the two.<\/span><\/strong><\/p>\n<p><span dir=\"auto\">In 2025, field marketing\u00a0<\/span><strong><span dir=\"auto\">isn&#8217;t coming back\u2014it&#8217;s evolving. It&#8217;s becoming part of a\u00a0<\/span><\/strong><span dir=\"auto\"><strong>global, connected, emotional, and high-performance<\/strong><\/span><br \/>\n<span dir=\"auto\">experience\u00a0.<\/span><\/p>\n<p><span dir=\"auto\">\ud83d\udca1\u00a0<\/span><strong><span dir=\"auto\">Returning to the field<\/span><\/strong><span dir=\"auto\">\u00a0means investing\u00a0<\/span><strong><span dir=\"auto\">where brands really stand out<\/span><\/strong><span dir=\"auto\">\u00a0.<\/span><\/p>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column offset=&#8221;vc_col-lg-offset-2 vc_col-lg-8&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><strong><span dir=\"auto\">If you need a professional to support you in your field marketing actions,<\/span><\/strong><strong> <span style=\"color: #f58220;\"><a style=\"color: #f58220;\" href=\"https:\/\/cdpub.lu\/en\/contact\/\">let us know<\/a><\/span>\u00a0!<\/strong><\/h3>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Field marketing never really disappeared. But it\u2019s coming back stronger than ever. For years, it was pushed aside. Considered too difficult to measure, not \u201cmodern\u201d enough, it gave way to all-digital strategies: social media, programmatic, influencer marketing, SEO\u2026 But in recent years, the situation has been changing.<\/p>\n","protected":false},"author":1,"featured_media":12996,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66,62,56,60,58,64],"tags":[],"class_list":["post-12998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-field-marketing-en","category-hostesses-and-hosts","category-in-store-promotion","category-merchandising-en","category-sales-force","category-street-marketing-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FIELD MARKETING BACK IN FORCE, BOOSTED BY PHYGITAL - CD PUB<\/title>\n<meta name=\"description\" content=\"Field marketing is evolving with phygital: an effective strategy that combines human interaction, digital and tangible impact on sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FIELD MARKETING BACK IN FORCE, BOOSTED BY PHYGITAL - CD PUB\" \/>\n<meta property=\"og:description\" content=\"Field marketing is evolving with phygital: an effective strategy that combines human interaction, digital and tangible impact on sales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/\" \/>\n<meta property=\"og:site_name\" content=\"CD PUB - Votre Agence Field Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-26T09:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-26T17:03:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdpub.lu\/wp-content\/uploads\/2025\/07\/intro-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2144\" \/>\n\t<meta property=\"og:image:height\" content=\"1429\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"benjamin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"benjamin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/\"},\"author\":{\"name\":\"benjamin\",\"@id\":\"https:\/\/cdpub.lu\/en\/#\/schema\/person\/8fea5e8a633dedf6a5f453bd335ac5d6\"},\"headline\":\"FIELD MARKETING BACK IN FORCE, BOOSTED BY PHYGITAL\",\"datePublished\":\"2025-08-26T09:03:00+00:00\",\"dateModified\":\"2025-08-26T17:03:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/\"},\"wordCount\":1957,\"image\":{\"@id\":\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/cdpub.lu\/wp-content\/uploads\/2025\/07\/intro-2.jpg\",\"articleSection\":[\"Field Marketing\",\"Hostesses and Hosts\",\"In store promotion\",\"Merchandising\",\"Sales Force\",\"Street Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/\",\"url\":\"https:\/\/cdpub.lu\/en\/field-marketing-back-in-force-boosted-by-phygital\/\",\"name\":\"FIELD MARKETING BACK IN FORCE, BOOSTED BY PHYGITAL - 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