Digitality means that the retail sector is facing perhaps its greatest challenge. Messe Frankfurt's Christmasworld has now published the management report "Structural Change in German Retail" in cooperation with the IFH Institute. Messe Frankfurt has also established "Conzoom.solutions" for retailers and detailers, which shows retailers ways into the future between digitalization and stationary trade. Conzoom will be staged live at Christmasworld in Frankfurt on January 24 - 28, 2020, on the Retail Boulevard.
The IFH study 2019 "Structural Change in Retail" defines three modern shopper types: The experience-oriented shopper, the convenience-oriented shopper and the service-oriented shopper. Whom it does not cite: The bargain hunter. And he or she is an online shopper today. A (radically) lower price is the hallmark of the digital transformation, and this lower price is today primarily a price in online shopping.
Retail Boulevard
For many retailers, it's necessary to rethink their business model as the Internet and decline in downtown locations threaten commerce. "You don't buy brands anymore, you join them. To get to know a brand, stores have to become worlds of experience," said Eva Olbrich (pictured) at the Christmasworld press conference in Zurich.
These are the challenges facing the retail sector today, and Christmasworld in Frankfurt is showing ways into this multichannel future in the study, on the Conzoom.solutions platform and at the trade fair itself. Conzoom.solutions is Messe Frankfurt's offer to retailers to find out about retail trends beyond the trade fair 365 days a year.
Experience. The liberation of trade
Today, stationary retail must be more than just a point of sale. For the purchase of products alone, the Internet is too great a competitor in terms of price and availability. Retail must become a place of experience, which does not happen on the Internet.
Keynote speaker on trends in retail is Englishman Ibrahim Ibrahim (pictured) of Portland Design in London. Portland is an international agency for brands and retail, shopping centers, airports and urban revitalization projects. Brands and their fusion of online and offline experiences are Portland's core business. Ibrahim Ibrahim will speak at Christmasworld on Jan. 24 from 10 to 11 a.m. on the topic "Urban regeneration: the internet won't kill stores, it will liberate them."
Growth at home and abroad
Christmasworld for buyers of Christmas decorations is amazing because it is growing in domestic and foreign exhibitors and visitors. Over 1000 exhibitors are expected in January 2020. Christmasworld 2019 was attended by 45,304 visitors, 64 percent of whom came from abroad. Switzerland is traditionally one of the most important visitor countries.
With founder and owner Umberto "Jumbo" Monopoli, Adcom gains an experienced industry expert and expands its customer portfolio with well-known brands, according to a statement. Monopoli will continue to look after his clients and projects and will take on additional responsibilities at Adcom. We are very much looking forward to his creative ideas, his experience and his good network. Crossover's office and logistics infrastructure will be integrated at Adcom Event's Biberist location, centrally located on the main A1 highway.
Adcom employs over 60 people at five Swiss locations and in Shanghai and generates annual sales of CHF 20 million. Adcom operates merchandising for SC Bern, Berner Young Boys and ETH Zurich, among others. Adcom comprises the three divisions Promotion, Events and Digital. The combination of digital and traditional customer activation is unique in Switzerland in this holistic approach.
While Adcom sees its own core competence in implementation, creative concepts and ideas will be added by Triebwerk and Robert Erhart. With the takeover, Adcom aims to establish a presence in the greater Basel area, among other things. "With Robert Erhart, former owner and Managing Director of Triebwerk Event, we are gaining a proven marketing and event expert with extensive industry know-how", says Daniel Dysli, Managing Director of Adcom.
Robert Erhart: "In future, I will be able to concentrate on providing comprehensive advice and support to our customers as well as developing and designing innovative communication solutions. I'm really looking forward to that. The size and infrastructure of Adcom is an ideal platform for Triebwerk. Our customers will benefit from this and receive significant added value from the Adcom Group's other services in the area of brand activation and customer activation."
]]>"Through the strategic partnership with Adcom, we ensure excellent implementation of our marketing mandates," Armin Meier, managing director of Infront Ringier, said in a statement. "Particularly in the areas of football, ice hockey and cycling, Adcom has years of experience and specialist knowledge, which we can thus also make available to our partners."
Daniel Dysli, Managing Director Adcom Event: "We are extremely pleased about the cooperation with Infront Ringier. By being involved in the conception and planning of these projects at an early stage, we can contribute our knowledge in an even more targeted manner and further expand our strong position in the field of 'Brand Activation'."
According to the press release, Adcom was able to impress the Post Finance committee with a concept that will be implemented as part of the planned staff party next June 2012. Over 2,500 guests will experience an eventful day on the premises of Bea Bern Expo.