The advent of new digital technologies seems to have changed people's consumption habits and decision-making processes. The marketing literature is full of discussions about the evolution of the customer experience over the last few decades, and the development of the status of the consumer. Indeed, the consumer has gone from being a rational consumer to an emotional consumer and finally to be considered a "prosumer". In addition to becoming an emotionally driven being and seeking unique and extraordinary shopping experiences, the consumer wants to participate in the production of his or her in- store experience, thus being part of the value creation process of his or her own experience, which has become easy thanks to the digital tools present in the physical sales space. This new form of commerce, called "phygital", represents a perfect combination of physical and virtual channels, and is now the most common retail strategy adopted by retailers worldwide. This new hybrid purchasing model is leading to changes both in the distribution channels used by retailers and in the way consumers behave. The objective of this article is to propose a research model aiming at linking the co-production of experience and the experience lived by the consumer in a phygital sales space.