future trends for local retail 2014 - solocal group uk event 27 feb 14
DESCRIPTION
Future Digital Trends for Local Retail 2014 Edition. Social Media, Mobile, Online-to-Offline and Omni Channel.TRANSCRIPT
etc Venues Paddington | London19th 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