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2/2004
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More and more entities from outside the sector are moving aggressively into the pet product market: DIY stores, garden centres, discount food chains, Internet companies and many others. For the most part, these companies have substantial capital, good commercial and business management expertise and know how to market products on a grand scale. However, they mostly have a poor knowledge of the industry and find it difficult to put themselves in the position of their customers, the pet owners. This is where the strength of the speciality trade lies, but unfortunately this trump card is being played too little. The presentation of products in many pet stores is anything but professional, and store proprietors do not always give careful consideration to how they structure their range. Customer service is also in short supply in many businesses.
Trade fairs are a good place to pick up ideas on how to withstand competition from companies coming from outside the sector. Interzoo, which takes place in Nuremberg from 13 to 16 May, is generally regarded as the leading fair for the pet product industry, because no other show in the world is attended by so many international companies presenting their wares to a wide trade audience. Visitors who keep their eyes open when doing the rounds of the exhibition halls and who are not afraid to try something new could take a lot of new ideas home with them from a trip to Interzoo. However, one important prerequisite for a successful fair visit is to be thoroughly prepared in advance. Over the years Interzoo has grown to such a size that new impressions can become submerged under the deluge of information available, because one didn’t have a clear enough idea of what one was actually looking for on entering the exhibition.
If you’re visiting Interzoo, you are cordially invited to drop in at the Dähne Verlag stand in Hall 1, Stand 2-26 and have a chat with us about the latest events in the industry over a cup of coffee. I’ll look forward to it!
Your
Ralf Majer-Abele
Trade fairs are a good place to pick up ideas on how to withstand competition from companies coming from outside the sector. Interzoo, which takes place in Nuremberg from 13 to 16 May, is generally regarded as the leading fair for the pet product industry, because no other show in the world is attended by so many international companies presenting their wares to a wide trade audience. Visitors who keep their eyes open when doing the rounds of the exhibition halls and who are not afraid to try something new could take a lot of new ideas home with them from a trip to Interzoo. However, one important prerequisite for a successful fair visit is to be thoroughly prepared in advance. Over the years Interzoo has grown to such a size that new impressions can become submerged under the deluge of information available, because one didn’t have a clear enough idea of what one was actually looking for on entering the exhibition.
If you’re visiting Interzoo, you are cordially invited to drop in at the Dähne Verlag stand in Hall 1, Stand 2-26 and have a chat with us about the latest events in the industry over a cup of coffee. I’ll look forward to it!
Your
Ralf Majer-Abele
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