The Sweet Spot: LET'S GET PHYGITAL

The recent WFH has emphasised the need to transact digitally. However recent market volatility has also emphasised the need for advice while investing. This is especially true for the millions of new investors who have entered the markets and are susceptible to the dangers of trading without advice. An extreme case in point is here

As a full service broker, Motilal Oswal differentiates itself by providing not just cutting edge digital trading through its habit sensitive separate Investor & Trader apps ( see film here); it also provides an advisor on call to provide research and advise across the whole suite of investing products. The advisor acts as not just as a market expert decoding reams of information into actionable investing, he/she also acts as a sounding board and counselor- especially important during volatile markets where emotions can get the better of anyone.

The Motilal Oswal investing experience is available on Click & Call. Not just Digital. Not just Physical. But the best of both worlds. We call this a PHYGITAL investing experience.

But isn't Physical experience reducing in terms of customer requirements; especially in lockdown? Why can't all this be done through increasingly intelligent digital platforms ? Firstly when we say 'Physical' it means the convenience of an advisor available on phone/video chat. If you observe consumer buying behaviour across categories, we see increasing adoption of the PHYGITAL model. This is especially true for high value items and where there is a lack of standardisation and need for a personalised experience. Like your hard earned investments where needs are not just a rational( data/analysis/convenience) but emotional (Greed & Fear ) as well.

You may buy a mobilephone online but when buying a car you research digitally but experience a test drive physically. Both digital wallets as well as cash are considered essentials. Online groceries apps offer VFM and convenience but you also visit grocers to purchase fresh vegetables. Even while communicating; while emails and messages are the norm; we still do pick up the phone and speak to our loved ones.

The combination Digital transactional convenience with the customisation/relaibility of the Physical experience is what makes PHYGITAL relevant even in today's rapidly changing era. We have noticed this in investing where advisors have spoken to clients and counselled them to stay invested even when markets were crashing in March 2020 ( benefits are being reaped now with the markets rebounding). Or when digital only platforms experienced outages and downtime on high volume F&O expiry day while the on-call advisor was available to place an important trade reliably.

Motilal Oswal is one of the few brokers to offer a truly PHYGITAL experience. This is a result of the technology backbone we have built and the large number of advisors available on call through our branch and business partner advisory desks.

To make the PHYGITAL proposition come alive, we have created a campaign across touchpoints on the benefits of PHYGITAL investing experience. The campaign has been created by the in-house MOFSL creative team.

Besides advertising; we have also tried to impart knowledge about PHYGITAL investing in various media ( example here )

Have a look

DIGITAL MEDIA