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The Digital Leaders Briefing24th September 2014
The Age of ParticipationEva Pascoe
TheRetailPractice.com
1994Tokyo Paris Rotterdam Manila Bangkok
Topshop.co.uk
First High Street Brand e-com in UK (1998)
TopShop re-launch 1.0 (Oxford Circus)
Retail BytesOnline Trends
14.5% rise in UK Online fashion , clothing
and footwear
10.7bln Online fashion ,
clothing and footwear spend
2013/14
17% of
all fashion , clothing and
footwear spend2013/14
Maslov 2.0 or life’s bare necessities..
2014 MOBILE FIRST <50% mobile access More time on devices > SLEEP (Aug 2014)
Connected Cath
Millenial Milly
Wired Will
Digital Maturity Progress
Retired Bill
Career Mum Kate
Instagrammers before The Front Row
Bloggers to see designs BEFORE press!
• TopShop - Sneak Peak pre-show for InstaGirls
• Access All Areas for the Brand Ambassadors
• Un-seen pieces shown on Facebook just after the show (Collection+)
• Twitter shares 1000+
Miista Shoes: Peer-To-Peer buyers net
15% rise
of Footware world-wide moves online
by 2019
Power to the fans – Tweet for Cheaper
• For every tweet with @Miista shoes photo the price drops by a fraction – to 50% discount
• Playlists co-generated for Miista by the fans /share or get discount
Provide a pretext to Share/Connect
• L’Oreal App offers an instant TRY NEW LOOK
• Overlay of the lipstick and eyeshadow by the app– Share or Buy
• Big hit with young fans
Idesso
• River Island• Zara• Next• FindMyCoat• Share/Buy
Share or Buy
BIG Data : The Great
Fishing Expedition
Anonymity Spectrum in Data
Future
High Street
Challenge
From Zero To Hero – Kimberly Clark
Toilets 1.2bln toilets
for India
25% commute by bike in East
London
Where can brand’s support be useful?
Help For Heroes
Army Charity
Find a NEED aligned with your BRAND
Poop App
Car Share App
Bunnies App
Networked Us – strength in numbers!
We are all campaigners
now!
Barbican Visitors -connection For Wikipedia Conference Guests : WeBeacon