Tradeshows … from the Retail Perspective

As published by our friends at Board-Trac in their monthly newsletter…

With another tradeshow season behind us and the start of a key buying season looming ahead of us in three months, many may be asking themselves, what’s the value of a tradeshow in today’s marketplace?

From the retail perspective, tradeshows serve as a venue for shop owners and buyers to see new product lines and product demos, place orders and perhaps more important in today’s geographically diverse marketplace, tradeshows are a place to network with manufacturers and fellow retailers. The most successful retailer-supplier relationships require frequent face-to-face communication and the tradeshow is the single best format for this to take place.

Having changed, adjusted and updated our business methods over the past two years, we are reminded of the importance of distribution channels; building strong relationships, both professionally and personally; the impact of technological advancements on retail sales; the need for product innovation and the significance of marketing.  Each of these issues is front and center during tradeshows and BRA, along with other industry partners, takes it the next level by providing onsite educational programs including the show seminar series at Surf Expo and ASR as well as the Survival of the Fittest, BRA’s Retail Certification Program.  While product previews, appointments, purchasing and educational programs are obvious benefits of attending industry tradeshows, there is so much more that you won’t want to miss.

Take advantage of the resources and programs available to save precious dollars, strengthen your business, increase your retail knowledge and improve inventory management and customer relations. The next time you are at a tradeshow, be sure to check out the diverse list of exhibitors, visit some new partners, stop by the demos and most importantly, take a few minutes to sit down with all your key accounts and discuss business and the state of retail. We, as an industry, must remain focused on providing a unified tradeshow format where all manufacturers and retailers can come together in a single location to do business, interact, make contacts and exchange ideas.

We look forward to seeing you in 2011!