The document summarizes top digital trends for local retail in 2014, identifying social media, mobile, online-to-offline, and omni-channel as the four key areas. It discusses trends within each area such as content strategy and emerging social media platforms, continued growth of mobile and its impact on local commerce, consumer expectations around seamless online and offline experiences, and challenges of connecting with fragmented consumer attention across channels. The presentation was given by Dylan Fuller of LSS to provide an outlook on digital trends important for local retail in the coming year.

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: Content Strategy
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
Path to purchase / fulfilment is personal
Deliver choice – or customers will find arounds / hacks
*Source Google Multiscreen World report

12. Online-to-Offline: Indoor & In-Store
Real world analytics and indoor mapping – emerging fast
O2O sales 10x e-commerce

13. Online-to-Offline: Get Scanning
Fulfilment and apps: tickets, coupons, payments, order
Discovery and info: website, compare, details, remember

14. Omni-Channel (2)
• Connected consumers
• Attention challenge

15. Omni-Channel: Mind the Gap

16. 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

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