Destination retailers might be able to get a lot of their buying done online from the comfort of their own shop or home, but there’s still a lot of value they can gain by going to various buying events throughout the year. Attending shows comes with so many benefits, such as building stronger vendor relationships, seeing products in person and networking with other likeminded retailers.
This fall, retailers can benefit from many shows across the country, including Surf Expo, Las Vegas Souvenir & Resort Gift Show, Dallas Total Home & Gift Market, Atlanta Fall Market, Smoky Mountain Gift Show, IGES, Ocean City Resort Gift Expo and many more.
During Heart on Main Street’s “Unlocking the Magic of Trade Shows” webinar in early June, several independent retailers along with representatives of both ANDMORE and Dallas Market Center shared reasons to attend trade shows and how to make the best use of time at markets. Panelists included Cole Daugherty, senior vice president of exhibitor marketing at Dallas Market Center; Angelia Singleton, director of buying services at ANDMORE; Donna Haile, owner of Doozie’s Corner in McKinney, Texas; Carol Schroeder, co-owner of Orange Tree Imports in Madison, Wisconsin; and Matt Triest, owner of Be Charmed in Medfield, Massachusetts.
“I think all of us in our industry, whether you’re a retailer trying to get buyers into your store, whether you’re a brand exhibiting at a marketplace or the marketplace itself, we’re all putting an emphasis on the in-person experience of shopping,” said Daugherty of Dallas Market Center. “That’s completely invaluable. You have to be there. You need to see, hear, feel and touch at trade shows.”
Panelists shared the following 5 tips to keep in mind when attending buying events.
- Plan ahead: To make the most of an upcoming show, research what vendors you might want to visit while at an event. Haile shared that she usually picks three new vendors she wants to visit for each show. “For Dallas Market Center events, I’ll go on their website and look to see who new vendors are,” she said. “I try to find a local sales rep. I reach out, I get an appointment. That’s how I find what I want to look for so I’m not wasting time at market walking back and forth when window shopping.”
- Use apps and online tools: Some of the larger trade shows offer online tools and apps to help retailers and vendors organize notes at the show. Triest shared that he recently began using ANDMORE’s @Market app to stay organized at events. “I used the app this past January for the first time,” he said. “Before that, I used a spreadsheet. But this time, I highlighted vendors I want to see in the app.”
- Be selective with appointments: Time can be tight at trade shows and retailers can easily book too many appointments with vendors. Haile shared that she typically only books appointments with a few main lines at each buying event she attends and tries to ensure it will be with a local sales representative as well. “I want to see products with my local sales rep because I’ve built a relationship with them,” she explained.
- Network with other retailers: Simply talking with independent retailers from other parts of the world can provide helpful insights on trending products and tips for store management. Singleton said she always encourages retailers to make the most of buyers’ lounges or networking hours at shows to get ideas from one another. She concluded, “Networking is important to get feedback you need.”
- Save time for discovery: Schroeder noted that shows are a great place to discover new vendors. She suggested retailers always save some time to explore both vendors on the show floor and even other retailers in the surrounding city. “I like to walk every aisle at shows. I scan for things I’ve never seen before.”
Heart on Main Street regularly offers educational webinars for independent retailers. Check out upcoming webinars at www.heartonmainstreet.org.
