In-house fairs replace Glee
ScanCom, a key player in the international furniture manufacturing industry, pulls out of England’s annual Glee trade fair in Birmingham to focus on their own in-house showroom fairs.
The management board of ScanCom International A/S has changed their strategy for exhibitions from 2006 onwards, concentrating on fewer external exhibitions and more in-house shows. As a result ScanCom will no longer exhibit at Glee in Birmingham.
ScanCom will be concentrating their sales efforts in the main showroom facilities in Denmark (Korsor) and Vietnam (Ho Chi Minh City). Furthermore, the exhibition dates of the Glee show are very close to SPOGA, so exhibition efforts will be concentrated on the SPOGA show – also for English customers.
New exhibition strategy
ScanCom will continue to participate in the SPOGA fair in Cologne and the Casual show in America. However, the main purpose is no longer to sell furniture but to nurture their image as the leader in outdoor furniture. In addition, there will also be in-house shows held in Vietnam and Denmark, which because of their timing are much better placed in the industry’s buying season than the annual international exhibitions.
“We believe that with current globalization and cross boarder trade, this decision is in line with trade developments around the globe,” says Rene de Kok, commercial director of ScanCom International A/S. “And, it is crucial for the future of our business that we constantly adjust our strategy to follow the business trend in order to remain competitive.”
Growing preference for in-house fairs
Exhibitions have become less important to ScanCom while in-house fairs have become increasingly successful. Customers feel more relaxed within the surrounds of a specially customized showroom that is more attractive and complete than a stand at a fair.
“The close personal contact and atmosphere of a relaxed in-house fair was preferred to the hectic meetings at trade fairs, where nothing can be decided anyway,” said Simon Johnson from Robert Dyas Holdings Ltd, UK.
For further information contact:
ScanCom International A/S, Gl. Banegaardsplads 10, 4220 Korsor, Denmark, Web: www.scancom.net
Contact person: Christian Rudolph-Christiansen
Tel.: +45 5835 1425 or mobile: +45 2345 1425