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While the phygital shopping experience is widely reported, its role in the service domain is still poorly understood. This paper aims to understand the utilitarian motivations and barriers of customers to a ‘phygital interaction’ with a shop assistant around a screen. It analyses the literature on utilitarian shopping motivations on different channels and implements a quantitative projective methodology. The results reveal three groups of variables, related to the Person, the Object and the Situation (P.O.S.) involved in the phygital interaction. These findings constitute a first theoretical and practical step towards the understanding of this phenomenon.