Know-how to boost daily business


IAW Trendforum: Top experts show how to improve turnover.

Staying on top in business and maintaining a steady course over a period of years is vital in every industry. In order to achieve this, it is important to keep track of current trends and the latest scientific findings, as well as to know how to utilize them in business. The IAW Trendforum has been developed specifically for this purpose. High-calibre experts in the industry will offer valuable insights into current topics, share insider information and pass on their many years of experience to the audience at IAW. A series of brief lectures will facilitate know-how transfer with forum participants and offer practice-based information and tips on everyday practice.

Things are getting tougher in the retail trade. Customers are now able to source and purchase every kind of product from diverse outlets. In the trade everything is becoming exchangeable. Yet in reality, between the product and the price to be paid, there is always the customer. And it is in this context that Elmar Fedderke, managing director of Walgenbach GmbH & Co. KG, will hold the opening talk in which he analyzes the customer’s perceptions and sets out the argument that customer loyalty – far from being “old hat” – is an issue that is relevant and very much alive.
Following this contribution Marion Seger, product manager at TUI Deutschland GmbH, and Tosin A. David, managing director of Marcellino‘s Academy, will provide insights into consumer psychology. The experts are convinced: the cheapest prices alone will not secure a product’s success, while an emotional appeal will win the consumer’s heart. On the basis of practice-based examples, these two experts will demonstrate how the latest findings in psychology and research can be used to optimize sales and profits. At the close of the first day of the event Ulrich Eggert from Eggert Consulting will offer his own ideas and forecasts on suitable growth strategies.
The zentrada Forum on 27 February will be dedicated to the topic of “Optimal product presentations – online and in the store”. In a session chaired by Martina Schimmel, chief editor of Zentrada, experts will report on the latest developments with respect to the design and realization of sales promotions. The first speaker will be Ingo Schloo, managing director of the, Würzburg, who will refer to European wholesalers with well-organized sales and distribution structures, especially on-line.
  Karen Wahl, trainer in merchandise design will present the latest trends in shop window design and product presentation. Andrej Radonic, member of the Board at Internetsales AG, knows exactly the kind of simple tricks and creative solutions that sales personnel can use in the stores to boost sales.
What prompts purchase decisions, how can customers be persuaded to make the choices they make? Why are first impressions so important, and – of special importance – how can retailers influence customer behaviour? These are the questions that will be addressed at the Trendforum by Marcel Leeb, marketing and sales director at MGM, and Tosin A. David, managing director of Marcellino’s Academy, on the third day of the International Trade Fair for Retail Promotions and Imports.
The final speech will again focus on the Internet. Anyone who fails to use Internet – a demonstrably effective distribution channel – risks losing enormous sales potential to the competition. Companies which do not have an Internet presence or use websites ineffectively are effectively giving custom to competitors who have acquired the expertise. Someone who knows precisely how dealers can use the net more effectively is the Google AdWords specialist Carsten Röhl. His talk will outline the kind of strategies and techniques required to win customers on the Internet and generate more sales.
The IAW Trendforum offers more than just a first-class lecture program. Visitors will also benefit from a series of brief, but content-packed product presentations by exhibiting companies, and there is also a competition offering the audience the opportunity to win some great prizes.
In addition, companies offering trade visitors at the 17th IAW particularly innovative products can take part in a prestigious competition. In February the Trendseller Product Award will again be bestowed on exhibitors showcasing exceptionally original, unusual or very functional and useful products. The winners will be selected by a panel of judges – all professionals from various trade associations and the media.
Ralf Kühler, well-known to German audiences as a TV presenter and shopping channel expert, will moderate the event.
For the full supporting program of the International Trade Fair for Retail Promotions and Imports go to

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