Social media, streamers, news sites, vlogs – there is a surplus of digital content in the world right now. With the average consumer attention span now less than six seconds, Qindle strongly advocates for creating physical, tactile, face-to-face human experiences. While digital content is essential for personalising and customising brand communication, a physical product you can actually wrap your fingers around, or an authentic face-to-face human conversation, beats a digital experience nine out of ten times.

Digital consumer journeys are undeniably important for the success of your brand, but physical experiences remain invaluable. Compare a consumer watching someone unbox your brand online to the actual physical experience of unboxing it themselves. Packaging can play a defining role in an omnichannel marketing strategy, where physical packaging is at the centre of e-(re)tail, online (unboxing) content, and activation (sampling/events/POS) activities.

The most relevant experiences today aim to get the best out of both worlds – so-called Phygital. Phygital experiences bridge physical and digital worlds, creating a unique, tactile but content-driven experience for consumers.