Dylan Fuller, Local Social Labs - Solocal Group UK Event "How To Drive Online Traffic To Local Stores", February 27, 2014

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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.

Marketing

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: Content Strategy

Source: Internet Trends, KPCB Meeker/Wu May 2013

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

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

Online-to-Offline: Indoor & In-Store

Real world analytics and indoor mapping – emerging fast
O2O sales 10x e-commerce

Online-to-Offline: Get Scanning

Fulfilment and apps: tickets, coupons, payments, order
Discovery and info: website, compare, details, remember

Omni-Channel (2)

• Connected consumers
• Attention challenge

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
M: 0797 414 4352

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2015 Marketing Trends and Predictions White Paper - Solocal Group UK, Decembe...

Solocal Group UK

Pierre-André Pochon, Leadformance - Solocal Group UK Event Fashion, Luxury & ...

Solocal Group UK

This document presents Leadformance's Web 2 Shop platform. It is a store locator and local marketing solution that can generate traffic to clients' stores through search engine optimization, social media integration, and features like coupons, product locators, click and collect, and clearance sales. The platform claims to increase local traffic by 10 times in the first year and convert that traffic into offline store visits and sales. It provides case studies of clients who significantly grew local traffic, store visits, and revenues with the Web 2 Shop platform.

Georges-Edouard Dias, l'Oréal - Solocal Group UK Event Fashion, Luxury & Omni...

Solocal Group UK

This document discusses how digital disruptions have transformed businesses from managing thousands to serving billions of customers. It outlines the shift from a business-to-consumer "push model" focused on shareholders to a customer-to-customer "network model" focused on customer value. Examples are given of how brands like L'Oreal are adapting to this new digital age by focusing on neighborhood retail, customization, and empowering customers through social media and mobile technologies. The importance of an integrated online and offline customer experience is emphasized.

Benoit Delporte, L'Oréal - Solocal Group UK Event "Fashion, Luxury & Omnichan...

Solocal Group UK

The document discusses the development and implementation of a new worldwide store locator for Kérastase as part of a multichannel digital strategy. The new store locator is designed to improve the user experience and conversion rates. It is fully optimized for search engines and social media, as well as mobile devices. The store locator allows customers to search for salons by country and city, view them on maps, and generate leads for the brand's marketing efforts. Analytics show the new store locator has increased visits and leads significantly compared to the previous version. The document hints that future iterations may allow customers to book salon appointments directly through the online store locator.

Pierre-Andre Pochon, Leadformance - Solocal Group UK Event "How To Drive Onli...

Solocal Group UK

The document summarizes Web 2 Shop's web-to-store solutions that help redirect online traffic and sales to physical retail stores. It highlights the company's 130 clients, 150,000 retail locations covered, and 80 million annual visitors redirected. The solutions help increase in-store visits, conversions, and revenues through features like store locators, click and collect, mobile optimization, and couponing. Client examples and case studies show successes in traffic, sales, and ROI improvements for retailers using Web 2 Shop's services.

Matthew Hopkinson, Local Data Company - Solocal Group UK Event "How To Drive ...

Solocal Group UK

The document discusses trends in the British retail industry based on data from The Local Data Company. It finds that while retail openings exceeded closures from 2009-2012, closures have exceeded openings since 2012. Vacancy rates vary significantly by region, with the highest in the North West of England and lowest in Greater London and the South East. Factors such as access to transportation and a diversity of retail options affect vacancy rates. Overall, the trends suggest a challenging time for many high street retailers as consumers' shopping behaviors continue to shift online and to large retail centers.

Jamie A Cowan, Timendo - Solocal Group UK Event "How To Drive Online Traffic ...

Solocal Group UK

The document describes an online appointment booking solution called Timendo. It discusses how the solution allows businesses to convert more website visitors into sales by enabling visitors to directly book appointments online anytime, even outside of business hours. Key features highlighted include appointment confirmations by email and SMS, reminders, and a reported 80% reduction in no-shows. The company claims it has booked over 32 million appointments to date across 1 million users. Implementation and customer support services are also summarized.

Andrew Mc Clelland, IMRG - Solocal Group UK Event "How To Drive Online Traffi...

Solocal Group UK

Online retail sales in the UK grew 18% in December 2013 compared to the previous year, with total online spending reaching £11.1 billion. Mobile retail also saw very strong growth, with sales via smartphones and tablets up 186% and 292% respectively year-over-year. The document also notes that over two-thirds of UK consumers now own a smartphone, and many use their phones to research products while shopping in physical stores. Multichannel retailers saw 16-17% growth compared to 25% for pure online retailers.

Wahid Omer, Horyzon Media - Solocal Group UK Event "How To Drive Online Traff...

Solocal Group UK

This document discusses Horyzon Media's drive to store activation strategies. It presents Horyzon Media as a multi-disciplinary digital agency (1) with a global offer (2) and partnerships with major media companies and sites. It then outlines several digital strategies Horyzon Media uses to increase store visibility and traffic, including e-catalog availability and store locators (3), dynamic display ads on sites like eBay (4), e-couponing campaigns (4), post-query targeting on sites like ThomsonLocal (4), and dynamic display targeting based on geolocation (4). Contact information is provided at the end (5).

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