Online retail gives the consumer a plethora of benefits – an exhaustive product range, detailed information, and the ability to order from the comfort of their own home. What it rarely offers is qualified advice, and the opportunity to touch the purchase – points out the organiser of Frankfurt’s Tendence exhibition, which is putting renewed focus on physical retail opportunities …

Introduced last year, Tendence.Impulse, a special area in Hall 11.0, will again demonstrate various avenues of physical trade. From elements of surprise, experience and entertainment, there are many areas in which brick-and-mortar retail can surpass its online competition, and Tendence will again look closely at the format’s current opportunities and likely development.

Tendence.Impulse promises to serves as a source of retail inspiration and ideas for appealing to customers at the point of sale (PoS) – particularly in terms of table and decoration themes – and ways in which retailers can make their customers’ lives faster, simpler and, ultimately, more attractive. 

 Hall 11.0 will be home to information, training and interaction around the theme of creating shopping experiences, divided into four sections.

The Point of Event area, concerned with implementing innovative concept solutions at the point of sale, will see retailers give their own accounts of how they have developed creative ideas with the online impulse.tool, in order to stage their own sales events. Valuable expert advice on retail promotions and targeted sales pitches will also be on the agenda.

There will be plenty of opportunity for professional discourse in the Live Tool area, with workshops and a variety of talks for open discussion of different approaches to creating shopping experiences. 

Meanwhile, in the Social Media area, there will be graphical and practical presentations by bloggers and marketing experts, aimed at helping retailers discover how they can transform themselves from latecomers to digital forerunners. 

Finally, there will be the Hospitality area, which will be designed to create an inviting atmosphere, offering a platform for networking or reflection.

Tendence will take place at Messe Frankfurt from 30th June to 3rd July.