Asia, the expo, convention and awards event focusing on the practice of shopper marketing, will host its fifth edition in Bengaluru, after successful shows in Mumbai and New Delhi.
The event is organised by ThoughtShows and Events, which also hosts the OAC Asia (Outdoor Advertising Convention) and DSA (Digital Signage Asia). It is a part of VJ Media Works, a media company with interests in publishing and industry events related to the marketing communications and retail businesses.
In-Store Asia's foray into the south, to be held at the Bangalore International Exhibition Centre between March 5-7, 2009, will be marked by a significant increase in expo space displaying the latest shopper marketing solutions and technologies, addition of three more categories for the retail design awards and a convention that will bring together speakers from India and abroad to address issues of contemporary relevance for shopper marketing.
He adds, "Two, retail, which is what shopper marketing is all about, is not restricted to any particular region and by bringing the show down south, we are hoping that we can give access to more people in terms of exhibitors, visitors and delegates."
While the 2008 edition of the event in Mumbai saw about 20 speakers and 400 delegates, the event in Bengaluru is expected see more than 600 delegates, 4,000 visitors and 20 speakers.
One possible indicator of the growing importance of shopper marketing could be the constantly expanding expo space since the launch of the show in 2005. The expo at In-Store Asia has grown year on year to accommodate not only more exhibitors but a wider range from each exhibitor. The expo space at In-Store Asia 2009 will occupy an area of 2,500 sq meters, an increase of about 45 per cent compared to the last show in Mumbai.
The expo will be innovatively divided into three distinct pavilions - Absolute POP for the pure-play POP producer (both modular and customised solutions), VM and Storefix for the design and retail fixture solutions community and Retail Signs and Dynamic Environments for interior and exterior signage solution providers. These three distinct expo pavilions will enable a more methodical browsing experience for visitors.
The convention will try to deliver a holistic perspective of what shopper marketing can do and how it can be done. Starting with window presentation, it will include space design, category management, merchandise planning and display and will focus on how every element of the in-store environment can engage and influence the behaviour of a consumer in shopping mode.
All the presentations will encourage maximum audience interaction, in addition to panel discussions each day to analyse and understand current issues the retail climate.
International speakers participating in the event include Deniz Senelt, managing partner, ProAkademi; Rafe Ring, global planning director, OgilvyAction; and Joseph Weishar, founder, New Vision Studios USA.
The awards module, VM&RD Retail Design Awards, includes three new categories - Best Lighting, Best Visual Merchandising and Best Shopfitting. Apart from these, there are 14 categories by merchandise/service/format, and one category each for Malls and Window Presentations. All entries will automatically qualify to compete in the 'Store of the Year' grand awards.
The media partners for the event are afaqs!, the advertising, media and marketing website; Point of Purchase magazine, the monthly publication for brand promotion, retail promotions and POP products; and VM&RD, the bi-monthly on visual merchandising and retail design. The event is supported by Store Fixtures Manufacturers Association of India (SFMAI) and Retailers Association of India (RAI).