In November, Benidorm begins the implementation of 'Phygital', the project to boost sales in the productive sector

This November, Benidorm City Council will begin the deployment of 'Phygital', a project aimed at boosting sales and shopping tourism in the busiest commercial areas of the city. Following the implementation schedule, this morning all the details about the operation of this tool were transferred to those responsible for the business associations AICO, Abreca, and Hosbec, in a meeting in which the Councilor for Innovation, Aida García Mayor, participated. and the mayor of Commerce, Javier Jordá.

García Mayor explained that this project creates “a virtual shopping center in the streets of Benidorm”, which “already in its first phase covers many of the main commercial routes” of the city, in which “the flow of people is elderly". It is estimated that more than 550 potential establishments are located in the area of influence chosen for this first phase alone. A commercial area that includes Tomás Ortuño, Ruzafa, Apolo XI, Gambo, Gerona, and Esperanto streets; the Almendros and Martínez Alejos avenues; the Paseo de la Carretera and the first line of the Levante and Poniente beaches.

The counselor has highlighted that 'Phygital' brings "many advantages at a commercial and data level, since it will favor an increase in sales in our productive fabric and customer loyalty"; At the same time, she added that “if we all support and nurture it, it will be a very interesting project in the short, medium and long term.”

During the meeting, Isidoro Pérez, CEO of the company responsible for 'Phygital', stated that it is “a proven tool that works”; and whose idea has been awarded by both the Ministry of Industry, Tourism and Commerce and the Spanish Federation of Municipalities and Provinces (FEMP).

Broadly speaking, this project is based on sensors that detect the presence of mobile phones in an anonymized manner in the area of influence. From the detection of the terminal, interesting data can be extracted for commercial and municipal management, such as the hours of greatest traffic on each of the streets or the possible variations at different times of the year, which will favor decision-making. time to schedule activities or actions.

Likewise, the tool also allows you to “know the client better” and thereby “improve the recommendations” made to them. Some recommendations will arrive via 'WhatsApp' to users who register, whether they are residents or tourists, and that will be linked to the commercial, hospitality, and accommodation offered in the area.

As Pérez has explained, the experience accumulated in the municipalities in which it is already operational, users will receive these alerts, offers, or recommendations based on their profile and “only when they are in the area of influence, not when they are at home. ”.
In addition, through 'Phygital' you can communicate events organized by the local administration or the business entities themselves and know their results.

For the implementation and development of 'Phygital', the City Council has obtained a subsidy of 165,326.52 euros from the Ministry of Industry, Tourism, and Commerce from Next Generation funds. This contribution of European funds represents 55% of the cost of the project; while the City Council assumes the remaining 45% with its resources.