TREND 5Virtual & Physical WorldsSeeping into Each OtherIt is becoming more difficult to make acompletely clear distinction between thevirtual world and physical world, andconsumers can shuttle between them atwill. Relationships, experiences andemotional exchanges in the virtual worldinevitably have a direct or indirect effecton consumer behaviour and purchasedecisions in the real world. Similarly,experiences in the real world willdetermine consumers‟ opinions, attitudesand influence in the virtual world. Thevirtual and the physical worlds affect andchange each other, and the boundarybetween them becomes ever moretenuous. The growth of the O2O (Onlineto Offline) mode cannot be ignored.