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Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
Experiential @ Spring Fair 2018 – leading by example
Spring Fair will bring the latest industry ideas and concepts to the fore in 2019, with its Kitchen and Dining showcase tackling the growing trend of experiential retailing in particular, alongside the most comprehensive range of brands available under one roof in the UK
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n an era when the naysayers cast gloom over the future of physical retailing, and omni-channel redefines
consumer behaviour, attracting your customers in-store with unique experiences and worthwhile events and merchandising is crucial. Research shows that retailers aren’t quite getting to grips with this in the way their customers would like them to. The IBM 2017 Customer Experience Index (CEI) Study found the sophistication of the digitally integrated in- store experience is rated adequate or worse for the vast majority (91%) of brands. Every business has the potential to bring their business to life whether online, or in-store. It’s about what you’re offering customers that is on top of the norm; the unexpected, the extras that make them want to return. That could be things to do in-store such as trying out products, or it could even be as simple as unbelievable customer service from start to finish. Experiential retail is more important than ever now. Spring Fair 2019 will be leading by example,
with ‘Cook and Bake Live’ allowing retailers to see the best practice in experiential retailing. There will be an entire centralised hub dedicated to exhibiting the best chefs, celebrities and experts using the most sought-
In recent years, we are also seeing exhibitors
innovate with regards to experiential shopping, expanding how buyers can get to grips with the trend at Spring Fair. For example, the Vacu Vin brand will be conducting wine tastings on the Dutch Creative Brands stand hosted by ‘Obi Wine Kenobi’ Joe Fattorini, co-presenter of Channel 5’s ‘The Wine Show’. The tastings will happen on Monday and Tuesday, with Joe offering advice, guidance and tips - and talking about the programme. Similarly, Denby, one of the last large scale
Ken Hom at Spring Fair 2018
after products. The new ‘Cook and Bake Live’ stage will sit at the heart of Kitchen and Dining, and will be a key destination and interactive attraction for visitors. In addition, Spring Fair will also host an all-
new sugar craft area. This will showcase the only products that matter for consumers wanting to create Great British Bake Off-ready masterpieces. The products on display will be
potteries in England, has its visual merchandising team on hand to advise retailers of the best way to generate sales with live demonstrations in-store. The company believes in offering customers experiential shopping and for many years has had a team of potters who work in the Denby Pottery Village and also go out to store openings and trade shows. These live demonstrations of the Denby handcraft always attract a crowd. You’ll see further innovation at Spring Fair in the coming years, and more opportunities to learn how to keep up with the industry’s fast pace of change. We hope to revolutionise significantly by 2020.
James Martin at Spring Fair 2018
accompanied by live, on-stage demonstrations of some incredible cake decoration and a range of other sweet treats. The strength of Spring Fair for Kitchen and Dining retailers and brands is the diversification and scale of the marketplace of exhibitors. This presents an opportunity for retailers to broaden their offer and attract new custom, and for brands to cross-sell to retailers whose primary interest may not be Kitchen and Dining.
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HousewaresLive.net •
twitter.com/Housewaresnews July/August 2018
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