Retail Parallel: Embracing Technology and Its Impact on Trade Shows

September 21, 2014

Marty McGreevy

Marty McGreevy serves as DDR Corp.’s senior vice president and chief marketing officer. Previously, he was president of Cyclonix, an integrated marketing company that specializes in 3D articulation of corporate messaging.

What doesn’t kill you makes you stronger. This is especially true when it comes to technology and the evolving landscape of omnichannel retail for brick-and-mortar retailers.

Once feared as an existential threat to brick-and-mortar retail, the Internet now provides retailers with tools to evolve, redefine themselves, improve engagement with customers and build their brands.

What shoppers really want is experience and relationships – with people and brands. Technology is simply another tool retailers can employ to augment and deepen these relationships and experiences.

My belief stems from what I witnessed during my 20-year tenure in the exhibition industry. Trade show floors and retail stores are parallel experiences. I consider the trade show and event floor to be a form of a pop-up retail store. Both require advertising and promotion to attract attendees. Both require skilled personnel who engage customers face-to-face to assist, inform and sell products and services. Both are physically immersive and both are most effective when they are housed within larger, umbrella structures with other similar environments—either a convention center or an open-air shopping center.

In recent years, both industries’ perceptions have evolved. They have learned that technology isn’t the enemy—it’s an ally, an integrated tool that can be leveraged to strengthen their positions.

I firmly believe that for those of us savvy enough to embrace the new tools in front of us, the future is rosy. In 2009, the exhibition industry was in the tank. Net square footage of floor space was in decline and attendance was in free-fall. Even CES (Consumer Electronics Show), the event we all look at to see what the next cool tech gadget is going to be, experienced a 22% decrease in attendance.

Media from The New York Times to The Washington Post reported that attendance was down and the industry in decline.  There was widespread fear inside the industry that face-to-face was going to be replaced by virtual exhibitions. Why would anyone go through the trouble and expense to attend a trade show in person when they could “attend” the show via their computer? Was this shift a permanent change that would impact the exhibitions industry forever? A multi-billion dollar industry held its breath and waited to see how quickly its ship was going to sink.

When the economy improved, the opposite occurred: That floundering boat righted itself and resumed a growth course. In fact, a report issued May 29 of this year by the Center for Exhibition Industry Research (the organization that tracks the overall health of the exhibition industry) announced the industry’s 15th-consecutive quarter of growth. That’s right, 15 consecutive quarters of growth.

What is even more interesting is the status of the virtual trade show, which has not emerged as a stand-alone entity. As of yet, no strictly online trade show has gained enough traction to threaten a live exhibition.

This isn’t to say that the online expo hasn’t thrived. It has, more so as a supplement to the traditional exhibition (think: the exhibition version of omnichannel). Prior to arrival at a trade show, attendees use the Internet to plan their visits. They register online and gather information via the show website and online floor plan. They use email and social media to connect with the suppliers they plan to visit.

The at-show navigational and informational apps used by trade shows that merge the convenience of online with the tactility of in-person engagement parallel the emerging in-store apps retailers such as Walmart are testing. For example, Walmart shoppers can use the retailer's app to search products, read reviews, scan products in-store, make shopping lists, browse local coupons, track orders, share products via email, locate items within Walmart stores by aisle and check in-store merchandise stock.

From my perspective, retailers are on a great course, transitioning yesterday’s perceived threats into today’s strengths. The future is omnichannel. Like the trade show industry, retailers need to continue to integrate and embrace technology that makes their customers’ shopping experience easy and memorable.

Let’s continue down the strong road we’re on. With omnichannel, retailers are creating 24/7 relationships that give customers what they want, when they want it and how they want it. But even more importantly, retailers are delivering a great in-store experience as the anchor to it all.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact