By Stuart Tickle, Managing Director at AWE Europe
It is summer holiday season now, but with a busy period of industry events right around the corner, I’m looking at why attending events are necessary for electrical retailers aiming for a competitive edge. The benefits are numerous: events help retailers stay updated on the latest trends and innovations, foster a sense of community, provide a unique platform for networking, and enhance your visibility. So, don’t miss these valuable opportunities and make sure you’re marking your calendars!
At AWE, we are gearing up for a visit to IFA in Berlin, then exhibiting at EI Live!, the UK’s CI focused exhibition in Farnborough this September. After that, we’re looking ahead to CES in Las Vegas, attending ISE 2025 with our brands in Barcelona, and then we’ll be preparing once again for our own showcase, AWE Expo next May. This is separate to the ERT Awards, CEDIA Awards, and various Christmas related dinners. Okay, so it is pretty full on, but for me, attending events isn’t about making sales— although this is the eventual result of investing time to connect with people I wouldn’t have otherwise – it’s learning about the latest developments before competitors, and immersing myself our industry.
For electrical retailer senior management and their teams, the same applies. Events offer a space where professionals can discuss challenges, understand issues, and collectively drive the industry forward. They’re an ideal place to celebrate success, such as at the ERT Awards – always a fun evening which is why we worked with ERT’s Editor, Jack Cheeseman, to create a CI-focused retail award. Awards can be both motivating and inspiring, encouraging teams to strive for more and helping a business thrive.
Networking
Beyond the celebrations, industry events are unmatched for networking opportunities. Attendees connect with manufacturers, suppliers, and other retailers, fostering relationships that can lead to beneficial partnerships and collaborations. This networking can help retailers negotiate better deals, discover new suppliers, and stay informed about market conditions. Building a strong network within the industry also provides a support system where retailers can share challenges and solutions.
At EI Live!, we will be hosting a dedicated networking café at the AWE Village. We invite you to make an appointment and come and meet the team and manufacturer reps and see what’s new from our portfolio of market-leading distributed brands.
Stay One Step Ahead
Industry events are a fantastic way for electrical retailers to stay updated on the latest trends and technological advancements, from smart home devices to energy-efficient appliances. By attending these events, retailers can gain firsthand experience with new products, understand their features and benefits, and make informed decisions about which products to stock to meet customer demand.
In recent years, I have also noticed a rise in smaller-scale regional manufacturer events compared with the big European or global launches of the past. This approach makes it easier to take time out of your schedule to attend, as they are usually one or two day events.
Knowledge is Power
Another major benefit of industry events is the opportunity to gather valuable competitive intelligence. Retailers can observe what competitors are doing, from product offerings to marketing strategies, and identify areas where they can differentiate themselves. Understanding the competitive landscape helps retailers spot areas for upskilling, growth and diversification.
Industry events are also an ideal place to brush up on your team’s industry knowledge in an economical and efficient way. Events often include educational sessions, workshops, or seminars led by industry experts. These sessions provide valuable learning opportunities for retailers and are not only product based with some covering topics such as customer trends, market insights, sales techniques, customer service, and digital marketing. Continuous learning is important in an industry that evolves rapidly, and these opportunities can equip retailers with the skills and knowledge needed to thrive.
Take the Lead
Events attract a wide audience, including media, influencers, and potential customers. Participating in or sponsoring these events can significantly increase a retailer’s exposure and visibility of your stores.
There are many ways to get involved, depending on your team’s skillset. Highlighting your expertise in the industry through presentations, workshops, or panel discussions can strengthen your reputation as a leader in your field. Increased visibility can lead to higher brand recognition, customer loyalty, and, increased sales.
I hope to see you at the next event, and if you mention this article there, I will buy you a pint/wine/juice!
