Hoping for a return to normality

A virtual trade fair cannot replace a physical show: this was the conclusion reached after four days of Interzoo.digital. The first digital edition of the world-leading pet sector fair was not a flop, however. Interesting talks, discussions and company presentations offered a lively mix that included something for nearly every visitor. Chats and video conferences with sector players were easy to manage too, provided that the technical transmission worked properly, which was not always the case.
Interzoo organiser WZF was able to keep its promise to offer the pet supplies sector a platform on which it could network and present itself during the coronavirus pandemic. All things considered, Interzoo.digital offered contact and information opportunities that were considerably more comprehensive than those encountered at previous digital B2B fairs in the pet sector.
The world's leading pet supplies show was therefore able to provide important digital stimuli for the pet sector.In the run-up to the show, the organisers made it abundantly clear that they would have preferred a live Interzoo event this year. The pandemic did not permit an international fair with a physical presence, however. No one will blame the sector, either, for not wishing to repeat the exclusively digital show format in 2022. Everyone is hoping for a swift return to normality; in other words, a live Interzoo next year.
Most of the 336 exhibitors participating in the digital pet products show had low expectations initially, and many were even pleasantly surprised by the outcome. Other companies did not want to join the digital venture and decided to dispense with appearing at the show. Since the retailer turnout for Interzoo.digital was generally confirmed by the exhibitors to be poor, as had been feared, critics of the digital Interzoo format may also feel their misgivings were borne out.

In summary, despite difficult conditions, the WZF has achieved some success in breaking new digital ground and along the way has provided the pet sector with some important ideas on how to communicate even in a pandemic. Trade and industry could benefit in future from the experience derived from this event.
Ralf Majer-Abele
Phone +49/72 43/575-230 r.majer-abele@daehne.com