John Ryan

RETAIL ENVIRONMENT

Are trade shows

still worth attending?

John Ryan looks at the long-awaited return of trade shows and discusses how useful they may or may not be to retailers in these changing times.

On off. On off. That, pretty much, is the story of trade shows at the moment and more generally the tale associated with lockdown since March last year. The shops, however, are open once again and have been trading as ‘normal’ for a little while now (well, except that everybody now wears a mask, but that’s fine).

But on trade shows, a traditional mainstay of not just the greetings card sector but almost any industry you might care to think of, is it worth signing up and getting ready for the things, only to be told that they have been delayed once again? The answer is short: yes. But it’s a qualified affirmative.

In ‘olden times’ we would have arrived at the trade show, met a range of suppliers, some new and others familiar and then gone away with a good idea of the status quo, having placed a few orders. And the point about the whole thing was that it was not just about the orders that

were placed, but the sense of the concerned, but this may not be the direction of travel about what should case currently. Unless you’re a real be in your shop(s) that was one of risk-taker, therefore, making sure you the main reasons for attending. get out and about is essential. Potential ongoing delays to trade Of course, there will be trade shows mean that the normal order shows and of course they will be of things is disrupted and if you’re worthy of your time, but the way not careful you things are you will have to go over “Keep are operating somewhat in the and above what you normally do to keep things on an even keel. This attending, dark and hoping that instinct and might actually do some good insofar as making a trip to see an individual even if it is commercial savvy supplier will mean that you take sporadic” will carry the day. Well, perhaps they more time considering their ranges and end up being better informed. will, but operating Few things, however, are better sporadically means more work. You for deciding what to do than the can still see all of your suppliers, but supplier, coffee, supplier, coffee, it will mean a lot more schlepping supplier routine that is the trade around for you and them. Having show hallmark. Keep attending, even everybody in one place has very if it is sporadic. obvious advantages for all parties John Ryan is Stores Editor of Retail Week, a position he has held for more than two decades, and managing director of Newstores, a daily information service on what’s new in retail across the world. @newstores | www.newstores.co.uk | +44 7710 429926