01 Intro

As technology becomes more widespread, clear-cut divisions between our online and offline lives become blurry. Companies are finding exciting new ways of better serving their customers by making use of hybrid applications that combine digital and analog touchpoints in their purchasing journey. Often, it is exactly in these grey zones where a lot of potential and opportunities for differentiation lies. Having a technological architecture that allows for experimentation and quick reaction to changing circumstances is the condition of possibility to experiment and profit from this potential.