• 5,000 buyers from around 66 countries visit multichannel platform in Cologne
• Despite reluctance to buy: promotional goods bring retailers good sales and margins
• In focus: future topics such as AI, e-commerce and new sourcing strategies

The 35th International Trade Fair for Retail Promotions and Imports (IAW) in Cologne ended with another increase in visitor numbers. Almost 5,000 buyers from around 66 countries underlined the international character of the multichannel platform and generated good sales for exhibitors. With 290 suppliers (four percent more than in spring 2023) from 24 countries, the approximately 30,000 m² in the two exhibition halls 6 and 9 were very well booked. The 65 first-time exhibitors, including companies from Belgium, France, Italy, Poland and Turkey, also brought fresh product ideas for the coming season and the upcoming Christmas business.

“The impressive response despite the persistently difficult economic situation proves that the trade fair, as a multi-channel marketplace, always offers exactly what retailers need,” summarizes IAW Project Manager Kerstin Manke. In view of the persistently high price level, these are currently promotional products for targeted and thrifty customers, as a survey by the Cologne Institute for Retail Research (IFH) has shown.

Exclusive offers and special conditions
The IAW trade fair also provided space for interesting niche products, giving buyers the opportunity to expand their range with new and more profitable product ideas. They did not miss out on the many opportunities to secure exclusive offers and special conditions, expand their network and make valuable business contacts. For example, Functional Design attracted a great deal of interest with its unique plant tower for balconies and patios. With its five planting levels, the Vertical Garden XL optimizes gardening at home and contributes to the effective greening of inner cities – even in the conservatory during the cold season. Johannes Erzgräber from NICO Europe GmbH with its plastic-free fireworks is also in an upbeat mood: “The demand for fireworks has increased significantly again and the IAW is the perfect platform to present our range to the specialist trade. We’ve been there right from the start and the trade fair is great for acquiring new customers.”

New horizons opened up
The attractive supporting program at congress level offered numerous opportunities for effective networking and provided insights into the future of retail, both stationary and online. Programme organizer Stefan Grimm is enthusiastic: “It’s no longer about whether e-commerce or marketplaces are important, but how an SME can excel in retail and how tools and artificial intelligence (AI) can help.

Topics such as (AI) and business tips for maximizing profits on platforms such as Amazon and eBay were covered in detail at the E-Commerce Arena, as were sourcing strategies for increasing sales.” Joubin Rahimi, CEO of digital agency synaigy, appealed in his keynote speech at the
opening of the E-Commerce Arena to make use of the fast and efficient availability of information: “ChatGPT makes it possible to ask complex questions and receive detailed answers without having to spend hours researching. This opens up new horizons in acquiring knowledge and solving problems.” Speaker and exhibitor Michael Frontzek, Managing Partner of e-commerce agency MiToU, concluded: “As always, visiting the IAW trade fair with its great presentations was very worthwhile. I was also able to have many interesting conversations and meet both familiar and new faces.”

Everything in the green zone
“With its motto “Best Deals in Retail”, the 35th IAW has struck a chord with its clientele,” concludes organizer Ulrich Zimmermann. “The persistently high inflation is motivating consumers to shop particularly cheaply. Buyers found the right promotional goods at the trade fair. They enable retailers to achieve good sales even in times of general purchasing restraint. The fact that the IAW focuses on European wholesalers and importers reduces delivery routes and procurement costs. This also keeps margins in the green zone.” The date for the next spring edition of the IAW has already been set: from March 4 to 6, 2024 in Cologne’s exhibition halls 6 and 7. Held in parallel with the International Hardware Fair from March 3 to 6, 2024, this event offers exhibitors and visitors unique synergy effects that make a visit to both trade fairs particularly effective. Trade visitors can find up-to-date information on the 36th International Trade Fair for Promotional Products and Imports (IAW) at www.iaw-messe.de. They can also order free tickets there. Industry insights and trade topics are also regularly updated in the IAW blog at www.iaw-messe.de/blog-iaw/.

More exhibitors, more quality visitors, more ideas: IAW Autumn Fair draws a positive balance (PDF)