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etc Venues Paddington | London
19th November 2013

Solocal Group:
Future Digital Trends
“for local retail”
2014 Edition
Dylan Fuller, co-founder LSS

Centre Point Tower, 27 Feb14
Top Trends for 2014
• Social Media
• Mobile
• Online-to-Offline
• Omni Channel

4 areas  10 key trends
Social Trends (2)
•Content Strategy
•Emerging Platforms
Social Media: Engaging Content

Source: Internet Trends, KPCB Meeker/Wu May 2013
Social Media: Emerging Platform(s)
Mobile Trends (3)
• Momentum continues – all demographics

• Real mobile consumers – mobile 1st,
mobile-only and mainly mobile users
• Rise of mobile enabled local commerce
Mobile and its impact on the local and retail sectors
continues to be the big story 2014
Mobile: Smart Momentum

• 57% to 66%+
penetration across
‘EU5’
• Nearly 140 million
people

*Source Neilson / comScore / Ofcom

• Numbers higher for
those under 35
• 62% for 12-15 year
olds in the UK
Mobile: Really Useful Consumption

*Source Ericsson Mobility Report
Mobile: Commerce Goes Local
•

Smart next-gen apps accelerate, but still mainly dense
urban opp

•

Online booking, offline fulfilment

•

New marketplaces enabled by mobile and local

•

Ubiquitous and micro payment options

•

Collaborative consumption

•

What’s next …
Online-to-Offline (3)

• Consumer expectations
• Indoor mapping / In-store technology
• Scannables
Online-to-Offline: ‘great’ Expectations

Support O2O – or customers will find work-arounds (hacks)
O2O sales 10x pure e-commerce

*Source Local Social Summit 2014
Online-to-Offline: Indoor & In-Store

Real world analytics and indoor mapping – emerging fast
Online-to-Offline: Get Scanning

Fulfilment and apps: tickets, coupons, payments, orders …
Discovery and info: url, compare, details, notes …
Sharing and amplification: social, content, check-ins …
Omni-Channel (2)
• Connected consumers – multi-screen and
dual screen; everywhere and all the time
• Attention challenge
Omni-Channel: Path to Purchase

*Source Google Multi Screen World
Omni-Channel: Mind the Gap
Omni-Channel: Attention Challenge
• Media channels continue to
fragment
• Consumers split across the day,
across devices
• Lots of media / app noise
• Need to develop a wow factor to
get noticed
• Local retail has to work harder
and smarter
Contact Info
Dylan Fuller
dylanfuller@gmail.com
@afullerview
M: 0797 414 4352

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