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This study presents a preliminary exploration of the shopping experience in a phygital store. The objective is to identify the functions of digital and physical devices and their impact on the dimensions and characteristics of the experience. The study was done in a futuristic lab-store especially designed to merge the physical and digital environments. Using several focus groups, results show that the shopping experience includes the phase of anticipation and choice of the products offered in the store and the actual consumption phase of the retail service. Digital, physical, and phygital devices contribute to the four dimensions of the consumption experience identified in the literature. The results also show that the experience unfolds continuously: the transition from digital to physical or physical to digital is fast and fluid, to the point that participants sometimes find it difficult to differentiate between real and virtual.