{"id":3299,"date":"2026-05-07T15:53:38","date_gmt":"2026-05-07T13:53:38","guid":{"rendered":"https:\/\/eolos.se\/?p=3299"},"modified":"2026-05-11T15:56:37","modified_gmt":"2026-05-11T13:56:37","slug":"phygital-retail-i-goteborg-hur-du-designar-en-butik-som-synkar-med-din-e-handel","status":"publish","type":"post","link":"https:\/\/eolos.se\/en\/blogg\/phygital-retail-i-goteborg-hur-du-designar-en-butik-som-synkar-med-din-e-handel\/","title":{"rendered":"Phygital Retail in Gothenburg: How to Design a Store that Syncs with Your E-commerce"},"content":{"rendered":"<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-ed97b642 wp-block-columns-is-layout-flex\" style=\"margin-top:0;margin-bottom:0;padding-top:128px;padding-bottom:var(--wp--preset--spacing--70)\">\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-22223934 wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column lemmony-sticky is-layout-flow wp-container-core-column-is-layout-f5bb311e wp-block-column-is-layout-flow\" style=\"flex-basis:42%\">\n<div class=\"wp-block-cover is-light lemmony-sticky\" style=\"padding-top:var(--wp--preset--spacing--40)\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-background-color has-background-dim-100 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28232c24 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-f5bb311e wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading has-small-font-size lemmony-animation\" style=\"font-style:normal;font-weight:600;line-height:1.6;--lemmony-animation-name:lemmonyFadeInUp\">Blog<\/h5>\n\n\n<h2 class=\"wp-block-post-title has-medium-plus-font-size\">Phygital Retail in Gothenburg: How to Design a Store that Syncs with Your E-commerce<\/h2>\n\n\n<p class=\"has-paragraph-color has-text-color has-small-font-size lemmony-animation\" style=\"--lemmony-animation-name:lemmonyFadeInUp\"><strong>Subscribe<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-1026f38c wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group lemmonyFadeIn lemmony-animation has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-7779b08b wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);--lemmony-animation-name:lemmonyFadeIn;animation-delay:var(--lemmony-delay-xsmall)\"><p><div class=\"forminator-ui forminator-custom-form forminator-custom-form-1788 forminator-design--material  forminator_ajax\" data-forminator-render=\"0\" data-form=\"forminator-module-1788\" data-uid=\"6a0b3f1c26523\"><br\/><\/div><form\r\n\t\t\t\tid=\"forminator-module-1788\"\r\n\t\t\t\tclass=\"forminator-ui forminator-custom-form forminator-custom-form-1788 forminator-design--material  forminator_ajax\"\r\n\t\t\t\tmethod=\"post\"\r\n\t\t\t\tdata-forminator-render=\"0\"\r\n\t\t\t\tdata-form-id=\"1788\"\r\n\t\t\t\t data-color-option=\"theme\" data-design=\"material\" data-grid=\"open\" style=\"display: none;\"\r\n\t\t\t\tdata-uid=\"6a0b3f1c26523\" action=\"\"\r\n\t\t\t><div role=\"alert\" aria-live=\"polite\" class=\"forminator-response-message forminator-error\" aria-hidden=\"true\"><\/div><div class=\"forminator-row\"><div id=\"name-1\" class=\"forminator-field-name forminator-col forminator-col-6\"><div class=\"forminator-field\"><label for=\"forminator-field-name-1_6a0b3f1c26523\" id=\"forminator-field-name-1_6a0b3f1c26523-label\" class=\"forminator-label\">Name <span class=\"forminator-required\">*<\/span><\/label><input type=\"text\" name=\"name-1\" value=\"\" placeholder=\"\" id=\"forminator-field-name-1_6a0b3f1c26523\" class=\"forminator-input forminator-name--field\" aria-required=\"true\" autocomplete=\"name\" \/><\/div><\/div><div id=\"email-1\" class=\"forminator-field-email forminator-col forminator-col-6\"><div class=\"forminator-field\"><label for=\"forminator-field-email-1_6a0b3f1c26523\" id=\"forminator-field-email-1_6a0b3f1c26523-label\" class=\"forminator-label\">E-mail address <span class=\"forminator-required\">*<\/span><\/label><input type=\"email\" name=\"email-1\" value=\"\" placeholder=\"\" id=\"forminator-field-email-1_6a0b3f1c26523\" class=\"forminator-input forminator-email--field\" 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id=\"forminator-field-consent-1_6a0b3f1c26523__description\" class=\"forminator-checkbox__label forminator-consent__label\"><p>I accept <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/eolos.se\/en\/data-protection\/\">the integrity policy<\/a>.&nbsp;<\/p><\/div><\/div><\/div><\/div><\/div><div class=\"forminator-row\" style=\"margin: 0;\"><div id=\"captcha-1\" class=\"forminator-field-captcha  forminator-col-12\"><div class=\"forminator-captcha-left forminator-g-recaptcha recaptcha-invisible\" data-theme=\"light\" data-badge=\"bottomleft\" data-sitekey=\"6LcY54csAAAAAALegveuieDoo37F7_h_up7F6slP\" data-size=\"invisible\"><\/div> <\/div><\/div><input type=\"hidden\" name=\"referer_url\" value=\"\" \/><div class=\"forminator-row forminator-row-last\"><div class=\"forminator-col\"><div class=\"forminator-field\"><button class=\"forminator-button forminator-button-submit\"><span>Subscribe<\/span><span aria-hidden=\"true\"><\/span><\/button><\/div><\/div><\/div><input type=\"hidden\" id=\"forminator_nonce\" name=\"forminator_nonce\" value=\"2b05b315a4\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/en\/wp-json\/wp\/v2\/posts\/3299\" \/><input type=\"hidden\" name=\"form_id\" value=\"1788\"><input type=\"hidden\" name=\"page_id\" value=\"3299\"><input type=\"hidden\" name=\"form_type\" value=\"default\"><input type=\"hidden\" name=\"current_url\" value=\"https:\/\/eolos.se\/en\/blogg\/phygital-retail-i-goteborg-hur-du-designar-en-butik-som-synkar-med-din-e-handel\/\"><input type=\"hidden\" name=\"render_id\" value=\"0\"><input type=\"hidden\" name=\"action\" value=\"forminator_submit_form_custom-forms\"><input type=\"hidden\" name=\"trp-form-language\" value=\"en\"\/><\/form><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0px\"\/>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\" style=\"margin-top:40px\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-tiny-plus-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/eolos.se\/en\/contact\/\" style=\"font-style:normal;font-weight:700\"><strong>Book a free consultation<\/strong><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-container-core-column-is-layout-0ab540ad wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group is-layout-flow wp-container-core-group-is-layout-9b635ac4 wp-block-group-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1429\" src=\"https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-scaled.jpg\" alt=\"Eolos Sweden Phygital Retail G\u00f6teborg\" class=\"wp-image-3283\" srcset=\"https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-scaled.jpg 2560w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-300x167.jpg 300w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-1024x572.jpg 1024w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-768x429.jpg 768w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-1536x857.jpg 1536w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-2048x1143.jpg 2048w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-18x10.jpg 18w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-500x279.jpg 500w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-800x447.jpg 800w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-1280x714.jpg 1280w, https:\/\/eolos.se\/wp-content\/uploads\/2026\/05\/Eolos-Sweden-Phygital-Retail-Goteborg-1920x1072.jpg 1920w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<p>Physical retail in Gothenburg is not dead. It has just become too expensive to function as an isolated store. As Swedish e-commerce grows and the customer journey moves online, every square meter in the store must do more than display products. It needs to connect the brand, the inventory, e-commerce, customer data and the physical experience.<\/p>\n\n\n\n<p>This is where many shops fail. They build a beautiful environment and hope that e-commerce will live next door. But customers do not live in two separate worlds. The customer discovers the product on mobile, compares price, reads reviews, tries it in store, orders home, returns, picks up, shares, saves and expects everything to feel like the same brand.<\/p>\n\n\n\n<p>Phygital retail is not about screwing a screen to the wall. It's about designing the store as a physical extension of e-commerce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Gothenburg store must have a new job<\/h2>\n\n\n\n<p>PostNord's E-barometer for 2025 describes a Swedish e-commerce year with record levels and a continued development towards omnichannel. This does not mean that the physical store will disappear. It means that the physical store must stop measuring its value solely in purchases made at the checkout.<\/p>\n\n\n\n<p>A store in Gothenburg can function as a showroom, local stock point, click-and-collect area, returns logistics, brand experience, community area, advice environment and content studio. But then the architecture must support those functions. If all these flows are squeezed into a traditional store layout, friction arises.<\/p>\n\n\n\n<p>Friction is not always visible in the rendering. It shows when the customer doesn't understand where the order is being picked up, when staff have to leave the floor to look for stock, when returns create a queue, when digital promotions are not visible in the room, or when the store's best product images cannot be recreated in a physical environment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Store floor plan to respond to e-commerce data<\/h2>\n\n\n\n<p>An e-commerce platform shows what customers are looking for, what products are compared, what is added to the shopping cart, what is abandoned and what combinations are bought together. That information should influence the store layout.<\/p>\n\n\n\n<p>If product A almost always leads to product B online, the physical store should not place them randomly. If customers are often in doubt about size, fit or material, the store needs to create a clear point of advice. If customers often buy online and collect in store, the click-and-collect zone should be fast but not dead. It should be located so that the customer can pick up without irritation, but at the same time pass the right areas for upselling.<\/p>\n\n\n\n<p>The physical customer journey should not guess what e-commerce already knows.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Click-and-collect is not a corner behind the checkout<\/h2>\n\n\n\n<p>Many shops treat click-and-collect as a logistical detail. This is a mistake. For a customer who has already paid online, the pick-up is often the only physical contact with the brand. If that experience is confusing, slow or crowded, it affects how the customer perceives both the store and the e-commerce.<\/p>\n\n\n\n<p>The architecture must separate flows without separating the experience. The customer picking up should understand where it goes directly. The customer trying it on should not be disturbed by return flows. Staff should be able to reach the right warehouse without unnecessary steps. Returns should be handled without the checkout line collapsing. This is not just operations. It's brand design.<\/p>\n\n\n\n<p>A good phygital store makes logistics invisible and the experience clear.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Digital surfaces must be built in, not mounted on<\/h2>\n\n\n\n<p>Screens, tablets, pay points, QR codes and product information quickly become visual noise if they are added after the interior design is complete. Customers instantly recognize when technology is an add-on. Cables, wrong height, poor placement and weak content make the store feel less premium, not more modern.<\/p>\n\n\n\n<p>Digital touchpoints need to be built into furniture, walls, fitting rooms, counters and product zones from the first sketch. Then technology can support behavior without taking over the space. A digital product guide should sit where the decision is made. A payment point should feel natural in the flow. A fitting room should be able to connect the customer to stock status or advice without breaking privacy.<\/p>\n\n\n\n<p>Phygital retail is not futurism. It's good UX in physical form.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">The brand must feel the same online and offline<\/h2>\n\n\n\n<p>If the e-commerce feels fast, clear and premium but the store feels cluttered, a trust gap occurs. If the store feels exclusive but the website is slow and generic, the brand loses out after the visit. The customer does not experience channel strategy. Customer experiences consistency or inconsistency.<\/p>\n\n\n\n<p>Materials, lighting, typography, product photography, tonality, service level and checkout logic need to be translated between the room and the screen. A phygital store should not copy the website visually, but it should carry the same priorities: clarity, pace, trust, orientation and conversion.<\/p>\n\n\n\n<p>That's why a traditional interior designer and a separate web agency often miss the big picture. One draws the room. The other draws the interface. The client moves between both without caring who was responsible for what.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">How Eolos works with phygital retail<\/h2>\n\n\n\n<p>Eolos works with commercial environments where architecture, interior design, web and digital systems need to be planned together. For retail, this means starting with the business: how the customer finds the product, how the purchase is made, how pick-up and return work, how staff work and what digital signals need to become physical decisions.<\/p>\n\n\n\n<p>Next, we draw the store's spatial logic, materiality, lighting, digital touchpoints, click-and-collect, stock flows and web connectivity as a coherent customer journey. This is the same principle as in our article on <a href=\"https:\/\/eolos.se\/en\/blog\/totalentreprenad-2-0-varfor-arkitekt-och-webbbyra-maste-sitta-i-samma-avtal\/\">Turnkey 2.0<\/a>: the physical space and the digital launch must be in the same project logic.<\/p>\n\n\n\n<p>For a store in Gothenburg, the goal is not just to sell off the shelf. The goal is to make the whole brand's shopping journey stronger.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-plus-font-size\">Sources and market context<\/h2>\n\n\n\n<p>PostNord <a href=\"https:\/\/www.postnord.com\/insights\/reports\/e-barometer-2025-annual-report\/\" target=\"_blank\" rel=\"noopener\">E-barometer Annual Report 2025<\/a> describes a record year for Swedish e-commerce, continued omnichannel development and trends expected to affect 2026. PostNord also summarizes the E-barometer in Swedish with a focus on current <a href=\"https:\/\/www.postnord.se\/foretag\/foretagslosningar\/e-handel\/e-barometern\" target=\"_blank\" rel=\"noopener\">insights and trends in e-commerce<\/a>.<\/p>\n\n\n\n<p>Are you planning a store in Gothenburg or a physical retail environment that needs to interact with e-commerce, warehouse and digital customer journey? Use the form below.<\/p>\n\n\n<p><div class=\"forminator-ui forminator-custom-form forminator-custom-form-1873 forminator-design--material  forminator_ajax\" data-forminator-render=\"0\" data-form=\"forminator-module-1873\" data-uid=\"6a0b3f1c2a36d\"><br\/><\/div><form\r\n\t\t\t\tid=\"forminator-module-1873\"\r\n\t\t\t\tclass=\"forminator-ui forminator-custom-form forminator-custom-form-1873 forminator-design--material  forminator_ajax\"\r\n\t\t\t\tmethod=\"post\"\r\n\t\t\t\tdata-forminator-render=\"0\"\r\n\t\t\t\tdata-form-id=\"1873\"\r\n\t\t\t\t data-color-option=\"theme\" data-design=\"material\" data-grid=\"open\" style=\"display: none;\"\r\n\t\t\t\tdata-uid=\"6a0b3f1c2a36d\" action=\"\"\r\n\t\t\t><div role=\"alert\" aria-live=\"polite\" class=\"forminator-response-message forminator-error\" aria-hidden=\"true\"><\/div><div class=\"forminator-row\"><div id=\"name-1\" class=\"forminator-field-name forminator-col forminator-col-12\"><div class=\"forminator-field\"><label for=\"forminator-field-name-1_6a0b3f1c2a36d\" id=\"forminator-field-name-1_6a0b3f1c2a36d-label\" class=\"forminator-label\">Name <span class=\"forminator-required\">*<\/span><\/label><input type=\"text\" name=\"name-1\" value=\"\" placeholder=\"\" id=\"forminator-field-name-1_6a0b3f1c2a36d\" class=\"forminator-input forminator-name--field\" aria-required=\"true\" autocomplete=\"name\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"email-1\" class=\"forminator-field-email forminator-col forminator-col-6\"><div class=\"forminator-field\"><label for=\"forminator-field-email-1_6a0b3f1c2a36d\" id=\"forminator-field-email-1_6a0b3f1c2a36d-label\" class=\"forminator-label\">E-mail address <span class=\"forminator-required\">*<\/span><\/label><input type=\"email\" name=\"email-1\" value=\"\" placeholder=\"\" id=\"forminator-field-email-1_6a0b3f1c2a36d\" class=\"forminator-input forminator-email--field\" data-required=\"true\" aria-required=\"true\" autocomplete=\"email\" \/><\/div><\/div><div id=\"phone-1\" class=\"forminator-field-phone forminator-col forminator-col-6\"><div class=\"forminator-field\"><label for=\"forminator-field-phone-1_6a0b3f1c2a36d\" id=\"forminator-field-phone-1_6a0b3f1c2a36d-label\" class=\"forminator-label\">Phone number<\/label><input type=\"text\" name=\"phone-1\" value=\"\" placeholder=\"\" id=\"forminator-field-phone-1_6a0b3f1c2a36d\" class=\"forminator-input forminator-field--phone\" data-required=\"\" aria-required=\"false\" autocomplete=\"off\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"text-1\" class=\"forminator-field-text forminator-col forminator-col-12\"><div class=\"forminator-field\"><label for=\"forminator-field-text-1_6a0b3f1c2a36d\" id=\"forminator-field-text-1_6a0b3f1c2a36d-label\" class=\"forminator-label\">Project location<\/label><input type=\"text\" name=\"text-1\" value=\"\" placeholder=\"\" id=\"forminator-field-text-1_6a0b3f1c2a36d\" class=\"forminator-input forminator-name--field\" data-required=\"\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"textarea-1\" class=\"forminator-field-textarea forminator-col forminator-col-12\"><div class=\"forminator-field\"><label for=\"forminator-field-textarea-1_6a0b3f1c2a36d\" id=\"forminator-field-textarea-1_6a0b3f1c2a36d-label\" class=\"forminator-label\">Message<\/label><textarea name=\"textarea-1\" placeholder=\"\" id=\"forminator-field-textarea-1_6a0b3f1c2a36d\" class=\"forminator-textarea\" rows=\"6\" style=\"--forminator-textarea-min-height:140px;\" ><\/textarea><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"consent-1\" class=\"forminator-field-consent forminator-col forminator-col-12\"><div class=\"forminator-field\"><label for=\"forminator-field-consent-1_6a0b3f1c2a36d\" id=\"forminator-field-consent-1_6a0b3f1c2a36d-label\" class=\"forminator-label\">Consent <span class=\"forminator-required\">*<\/span><\/label><div class=\"forminator-checkbox__wrapper\"><label id=\"forminator-field-consent-1_6a0b3f1c2a36d__label\" class=\"forminator-checkbox forminator-consent\"><input type=\"checkbox\" name=\"consent-1\" id=\"forminator-field-consent-1_6a0b3f1c2a36d\" value=\"checked\" aria-labelledby=\"forminator-field-consent-1_6a0b3f1c2a36d-label\" aria-describedby=\"forminator-field-consent-1_6a0b3f1c2a36d__description\" data-required=\"true\" aria-required=\"true\" \/><span class=\"forminator-checkbox-box\" aria-hidden=\"true\"><\/span><\/label><div id=\"forminator-field-consent-1_6a0b3f1c2a36d__description\" class=\"forminator-checkbox__label forminator-consent__label\"><p>I accept <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"https:\/\/eolos.se\/en\/data-protection\/\">the integrity policy<\/a>. All information is treated confidentially from the first contact.&nbsp;<\/p><\/div><\/div><\/div><\/div><\/div><div class=\"forminator-row\" style=\"margin: 0;\"><div id=\"captcha-1\" class=\"forminator-field-captcha  forminator-col-12\"><div class=\"forminator-captcha-left forminator-g-recaptcha recaptcha-invisible\" data-theme=\"light\" data-badge=\"bottomleft\" data-sitekey=\"6LcY54csAAAAAALegveuieDoo37F7_h_up7F6slP\" data-size=\"invisible\"><\/div> <\/div><\/div><input type=\"hidden\" name=\"referer_url\" value=\"\" \/><div class=\"forminator-row forminator-row-last\"><div class=\"forminator-col\"><div class=\"forminator-field\"><button class=\"forminator-button forminator-button-submit\"><span>Send message<\/span><span aria-hidden=\"true\"><\/span><\/button><\/div><\/div><\/div><input type=\"hidden\" id=\"forminator_nonce\" name=\"forminator_nonce\" value=\"7ec24a4c74\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/en\/wp-json\/wp\/v2\/posts\/3299\" \/><input type=\"hidden\" name=\"form_id\" value=\"1873\"><input type=\"hidden\" name=\"page_id\" value=\"3299\"><input type=\"hidden\" name=\"form_type\" value=\"default\"><input type=\"hidden\" name=\"current_url\" value=\"https:\/\/eolos.se\/en\/blogg\/phygital-retail-i-goteborg-hur-du-designar-en-butik-som-synkar-med-din-e-handel\/\"><input type=\"hidden\" name=\"render_id\" value=\"0\"><input type=\"hidden\" name=\"action\" value=\"forminator_submit_form_custom-forms\"><input type=\"hidden\" name=\"trp-form-language\" value=\"en\"\/><\/form><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Physical retail is not dead, but it must stop functioning as an isolated store. For brands in Gothenburg, store, e-commerce, warehouse, click-and-collect and customer data need to be designed as a single system.<\/p>","protected":false},"author":1,"featured_media":3283,"comment_status":"closed","ping_status":"open","sticky":false,"template":"wp-custom-template-pro","format":"standard","meta":{"iawp_total_views":3,"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[57],"tags":[56],"class_list":["post-3299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogg","tag-blogg"],"_links":{"self":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/posts\/3299","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/comments?post=3299"}],"version-history":[{"count":0,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/posts\/3299\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/media\/3283"}],"wp:attachment":[{"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/media?parent=3299"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/categories?post=3299"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eolos.se\/en\/wp-json\/wp\/v2\/tags?post=3299"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}