Trend 03
Infinity channel
Infinity channel
Where the physical and the digital converge.
The digital in the physical
What until recently was called omnichannel has this year started to be called "infinity channel". A new term to express that the integration between the physical and digital worlds continues. Connections offer infinite possibilities for development, in a dimension we are only now beginning to glimpse. More and more, brands and channels are discovering that the dichotomy between digital and physical makes no sense, that both must be thought of together, and that the possibilities of communicating with customers multiply if we consider everything as one reality with several dimensions.
Examples abound in both directions: from analogue experiences that cannot survive without a digital complement to digital initiatives that only really take off when they add a physical complement. A universe of collaboration and continuity with unlimited possibilities.
Cases
01 / 05Zorraquino spotlights
- 01
Although "infinity channel" is just another name for "omnichannel", it highlights an interesting nuance: the universe of possibilities that comes from online/offline integration.
- 02
It is about a balance (between digital and analogue, online and offline) that is still to be discovered, that will probably be dynamic and that will mean a lot of experimentation for brands.
- 03
It is not only brands and channels that are exploring, but also users, who are trying to find their place. A designer's mindset can help find solutions in this environment.
