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“Webchance Academy” integrates e-commerce elements in trade fairs

February 26, 2014 Trade Events No Comments Email Email

According to the German E-Commerce and Distance Selling Trade Association (bvh), a total of €8.5 billion in e-commerce sales was generated at Christmas 2013, an increase of 55 percent year-on-year. In view of this, there is a great need for information among retailers regarding online retailing and marketing. 

This development was reflected in the Heimtextil, Christmasworld, Paperworld and Creativeworld trade fairs, where in January over 500 retailers made use of the “Webchance Academy” presentation forum that was integrated in the events. While web experts gave visitors recommendations for starting their online activities, retailers who were already active in the field of online sales and marketing reported on their experiences.

Maximilian Donabauer, media designer at teppichscheune.de in Hemmingen and regular Heimtextil visitor: “We have been running online shop teppichscheune.de since as far back as 2003 and I visit the Webchance Academy in order to broaden my horizons and Cordato Partners-www.tourismlegal.com.aufind out about future trends in online business and to hear what experiences other specialist retailers have had using the internet as a sales channel. Because of this, I make a point of setting aside the entire first day of the Heimtextil trade fair to attend the Webchance presentations.”

There was also positive feedback about the event format from the speakers, such as Sandra Schlering, Senior Manager Home & Garden at eBay:

“Online retailing cannot be ignored for the simple reason that consumers use it. In view of this, I see the Webchance Academy as a winning format because the presentations clearly illustrate the increasing trend for online and offline retailing to merge together. These days, retailers in particular must actively seek out consumers – in outlets on the street during the day and on their sofas in the evening.”

Webchance trade fair with additional “Mobile” focus

As well as integrating the Webchance Academy presentation area at other events, Webchance will be holding its own trade fair with a presentation forum once again on 30 and 31 August 2014 parallel to international consumer goods fair Tendence (30 August to 2 September 2014).

Webchance is geared towards retailers and service providers in all sectors who do not have extensive experience in online trade and marketing. Trade visitors can interact directly with exhibitors from the online sector and visit the advice forum for individual information on online and legal questions. As well as featuring hands-on reports and expert presentations relating to e-commerce and online marketing, the two-day presentation programme offers an additional focal point: the importance of smartphones for retailing.

According to bvh, one in two Germans owns a smartphone and 40 percent of owners already use them to make retail purchases. Ruth Lorenz, Vice President of “New Events” at Messe Frankfurt: “With the increasingly widespread use of smartphones and mobile internet, these new technologies offer a significant means of targeting customers. We wish to show small and medium-sized retailers how to use smartphones to generate traffic for their stationary outlets.”

Background information on Messe Frankfurt
Messe Frankfurt is one of the world’s leading trade show organisers with 543* million euros in sales and 2,026* active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approx. 50 international Sales Partners, giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2013, Messe Frankfurt organised 114* trade fairs, of which more than half took place outside Germany.
Messe Frankfurt’s exhibition grounds, featuring 578,000 square metres, are currently home to ten exhibition halls and an adjacent Congress Center. The company is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.

* Preliminary figures (for 2013)

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