STU’S VIEWS: PART 4 Column
July/August 2024
ertonline.co.uk
Stay one step ahead Industry events are a fantastic way for electrical retailers to stay updated on the latest trends and technological advancements, from smart home devices to energy-efficient appliances. By attending these events, retailers can gain first-hand experience with new products, understand their features and benefits, and make informed decisions about which products to stock to meet customer demand. In recent years, I have also noticed a rise
Takin’ care of business
It’s Summer holiday season, but with a busy period of industry events right around the corner, Stuart Tickle, MD of AWE, looks at why attending events are necessary for electrical retailers aiming for a competitive edge. The benefits are numerous, so don’t miss these valuable opportunities and make sure you mark your calendars!
Expo in Denver, and after that, dare I say it, we’ve got CES in Las Vegas in January! This is separate of course to the ERT Awards, CEDIA Awards, and various Christmas-related dinners. So it’s pretty full on, but for me attending events isn’t about making sales – although this is the eventual result of investing time to connect with people I wouldn’t otherwise meet; it’s learning about
A the latest developments
before our competitors, and immersing myself in our ever-expanding industry. For electrical retailer senior management and their teams, the same applies. Events offer a space where professionals can discuss challenges, understand issues, and collectively drive the industry forward. They are the ideal place to celebrate success, such as at the ERT Awards! It’s always a fun afternoon, which is why we worked with the ERT team to create a CI-focused retail award category. Awards can be both motivating and inspiring, encouraging teams to strive for more and helping a business thrive.
t AWE, we are gearing up for a visit to IFA in Berlin, then exhibiting at EI Live!, the UK’s custom install- focused exhibition in Farnborough this September. There’s also CEDIA
Beyond the celebrations, industry events
are unmatched for networking opportunities. Attendees connect with manufacturers, suppliers and other retailers, fostering relationships that can lead to beneficial partnerships and collaborations. This networking can help retailers negotiate better deals, discover new suppliers, and stay informed about market conditions. Building a strong network within the industry also provides a support system where retailers can share challenges and solutions. At EI Live! in September, we will be hosting a dedicated networking café at the AWE Village. We invite you to make an appointment and come and meet the team and manufacturer reps and see what’s new from our portfolio of market-leading distributed brands.
in smaller-scale regional manufacturer events compared with the big European or global launches of the past, and this approach makes it easier to take time out of your schedule to attend.
Knowledge is power
Another major benefit is the opportunity to gather valuable competitive intelligence. Retailers can observe what competitors are doing, from product offerings to marketing strategies, and identify areas where they can differentiate themselves. Understanding the competitive landscape helps retailers spot areas for upskilling, growth and diversification. Industry events are also an ideal place to brush up on your team’s industry knowledge. Events often include educational sessions, workshops, or seminars led by industry experts; these provide valuable learning opportunities and are not just product based but they cover topics such as customer trends, market insights, sales techniques, customer service, and digital marketing. Continuous learning is important in an industry that evolves rapidly, and these opportunities can equip retailers with the skills and knowledge needed to thrive.
Take the lead
Events attract a wide audience, including media, influencers, and potential customers. Participating in or sponsoring these events can significantly increase a retailer’s exposure and visibility of your stores. There are many ways to get involved, depending on your team’s skillset. Highlighting your expertise in the industry through presentations, workshops, or panel discussions can strengthen your reputation as a leader in your field. Increased visibility can lead to higher brand recognition, customer loyalty, and, increased sales. I hope to see you at the next industry event, and if you mention this article I will buy you a drink!!
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