EuroShop breaks all former records

Düsseldorf hosted the EuroShop trade fair between 16 and 20 February: more than 109,000 visitors came from 110 countries to learn about the latest trends and innovations, and to establish business relations and make deals. From 57 countries 2,226 exhibitors presented their products and services at the trade fair that is held every third year. Szilvia Máté, the head of BD-Expo Kft. – the fair’s representative in Hungary – told about the event that EuroShop 2014 surpassed even the most optimistic expectations; store retail is getting its customers back and the key to success is experience shopping. Two thirds of visitors were from countries other than the host Germany and 73 percent of visitors are in executive positions at their companies. EuroShop 2014 basically consisted of four fairs: EuroConcept dealt with store furnishings and interior design, EuroSales focused on visual marketing and merchandising, EuroCIS was the place to see information and safety technology solutions and EuroExpo put events, design and stand building in the limelight. One of the main lessons learned at EuroShop 2014 was that spectacular store furnishings, lighting, materials and interior design can turn shopping into an experience where emotions lead to purchase decisions.

The biggest stands were built by store furnishing manufacturers. For instance at the giant ITAB stand the various departments – sports, toys, food, fashions, etc. – were waiting for visitors alongside avenues. At Wanzl’s spectacular stand new solutions were in the spotlight: they brought their new fleet of shopping trolleys, from Formula 1-inspired models to environmental and recyclable solutions, in a wide range of colours and shapes, with comfort features such as the cup holder. Another great realisation at EuroShop 2014 was that online, mobile and store sales are more and more intertwined. The best ideas for integrating the latest technologies were present in every corner of the trade fair. One of the exhibitors was South Korean firm Cheil, who developed the virtual shopping wall for Tesco – called Home Plus – that worked with QR codes and was installed at subway stations. Many SoLoMo (Social, Local, Mobile) programmes, software and ideas were presented at the trade fair. Forums with practical topics were also popular, with international presenters talking about various themes. On the centre stage of the POPAI Village the latest news in the world of POS, in-store, at-Retail and shopper marketing were presented and discussed. (To be continued)