Future Digital Trends for Local Retail 2014 Edition. Social Media, Mobile, Online-to-Offline and Omni Channel.

1. 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

2. Top Trends for 2014
• Social Media
• Mobile
• Online-to-Offline
• Omni Channel
4 areas  10 key trends

3. Social Trends (2)
•Content Strategy
•Emerging Platforms

4. Social Media: Engaging Content
Source: Internet Trends, KPCB Meeker/Wu May 2013

5. Social Media: Emerging Platform(s)

6. 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

7. 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

8. Mobile: Really Useful Consumption
*Source Ericsson Mobility Report

9. 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 …

10. Online-to-Offline (3)
• Consumer expectations
• Indoor mapping / In-store technology
• Scannables

11. 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

12. Online-to-Offline: Indoor & In-Store
Real world analytics and indoor mapping – emerging fast

13. 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 …

14. Omni-Channel (2)
• Connected consumers – multi-screen and
dual screen; everywhere and all the time
• Attention challenge

15. Omni-Channel: Path to Purchase
*Source Google Multi Screen World

16. Omni-Channel: Mind the Gap

17. 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

18. Contact Info
Dylan Fuller
dylanfuller@gmail.com
@afullerview
M: 0797 414 4352