For some time now, customers do not make differences between online&offline experiences. However, most companies still differentiate between channels’ experience. This is the main opportunity for long-term differentiation, but nobody is winning this battle. Due to the purely digital origin of some firms and the offline trajectory of others, nobody has managed to occupy the space adapting100% to the needs of the client. So, why we do not stop thinking about different channels and start thinking in a unique on&off experience taking the best of each worlds?