"Physical-digital integration" in retail refers to the seamless coexistence of physical stores and digital platforms, enhancing the overall shopping experience. This approach allows customers to interact with brands both online and offline, using technology to bridge the gap. For instance, mobile apps can offer in-store navigation, tailored promotions, or options for click-and-collect services. By combining physical and digital strategies, retailers can provide personalized experiences, streamline operations, and ultimately improve customer engagement and loyalty.