More than just trade fair stands, queues of people and crowds: the 36th Import and Promotional Goods Fair, or IAW for short, will take place in Cologne from March 4 to 6, 2024. Spread over three days, trade visitors to the trade fair can expect not only a wide variety of exhibitors, but also a free exclusive supporting program with top-class speakers.

The three-day stage program at the IAW trade fair is characterized by comprehensive topics from the areas of retail and e-commerce. In addition to sales tactics, market strategies and international trade, this spring’s program will focus on one topic in particular: artificial intelligence. It comes as no surprise that artificial intelligence has long since arrived in everyday life. Artificial brains have played their part in all areas of life – from chatbots to social media feeds. But what role does AI play in the business environment?

Artificial intelligence is characterized by the “limitless possibilities” it offers online users. In combination with a precise e-commerce strategy, retail companies can take advantage of these opportunities to interact with their customers. Tech support via voicebot? No longer a problem thanks to AI. Or mannequins in a supermarket in the metaverse? No longer as far away as it seems. And internal processes can also be shortened with artificial intelligence: Boring and monotonous tasks are taken over by an AI, then employees can focus on the exciting parts of entrepreneurial work. A little creativity is required to discover the possibilities and use them for your own business.

Florian Arndt will be among those speaking on the subject of AI at the 36th IAW trade fair. The “AI pope”, as he likes to be called, is CEO of the film agency Sons of Motion Pictures from Leipzig. His studio uses AI to produce films for SMEs, DAX companies and Hollywood studios. In his keynote speech, he will talk about his experiences as CEO of a company that stands for efficient moving image marketing, impressive employer branding and sustainable team structures.

Gregor Mohr from Tenios GmbH, Cologne, is also part of the stage program. With his passion for technology, the retail expert will report on his findings and experiences on global platforms for outstanding customer experiences. The “AI Futurist” is involved in the entire field of digital transformation, with a focus on AI, voicebots and SaaS solutions.

Another trending topic at the 36th IAW trade fair: E-mail marketing. Having started out as a pure e-mail marketing agency, MAILODY and its founder Thomas Grabner have now developed into an internationally recognized provider that offers holistic CRM solutions for its customers. With clever e-mail strategies, MAILODY helps to improve customer loyalty and increase sales.

What should also not be missing at an international trade fair is cross-border product sourcing. In his presentation, the founder of Zignify Global Product Sourcing, Sebastian Herz, based in Hong Kong, will report on his experiences in international trade: not just from China, but from all regions of the world.

A total of 26 speakers are expected for the supporting program. However, the heart of the 36th IAW trade fair will be the 300 or so exhibitors from 25 countries who will be presenting their promotional and imported goods on an area of 30,000 square meters. Over 6,000 trade visitors are expected to attend the trade fair, which is intended to reflect the character of 2024 as a “year of positive trends”.

With the constellation of Halls 6 and 7, the organizers want to enable a compact circuit and short transitions between the stands. The E-Commerce Quarter in Hall 7 represents the link between the extensive product range for retailers and the services and tools for online stores.

Trade visitors can register free of charge in the ticket store atwww.iaw-messe.de

Knowledge pool for retailers, product experience meets know-how transfer – IAW trade fair in Cologne opens its doors at the beginning of March (PDF)