When we look at the state of experience in 2021, it becomes clear that Covid-19 has changed the online world forever.  

Covid-19 accelerated digitisation across every industry, in every market. Perhaps more importantly, it changed forever our perception of the value, importance, and possibilities of online interactions and of virtual products and services.

We are witnessing an extraordinary outpouring of virtual creativity and virtual commerce; NFTs change hands for 

six figure sums, powered by passionate communities and cryptocurrency. Fashion brands embrace virtual couture. Virtual events such as Fortnite concerts surpass anything possible in the real world for reach, relevance, and invention. 

In this post Covid world, it is truer than ever to say that brands are built through digitally enabled experiences, in the store and in the stream: 86% of CMOs agree that a majority of the interactions consumers have with brands happen online while 82% have shifted or are shifting their marketing spend online. 

CMOs also believe that the profound changes we saw in the world of commerce at the peak of the pandemic are here to stay: 47% believe that greater use of virtual experiences      such as AR try-ons and remote consultations are here to stay while 48% believe that a more digitised in-store experience, using contactless technologies and click and collect services will persist.