OUTDOOR Friedrichshafen is focusing on the retailer and placing a spotlight on the importance of training. “In Friedrichshafen, the new industry trade fair is concerned above all with bricks-and-mortar retail and the question of how it can survive in today’s outdoor market against direct sales, own brands and an internet flooded with leftover stock. The answer is both simple and demanding: expert advice,” says organiser Messe Friedrichshafen.

“The key factor for a specialist shop is the advice it supplies,” explains Stefan Reisinger, Head of the Project Team for the new show. “Advice turns retailers into specialised dealers and distinguishes them from online shops. Customer contacts are just as important for the bricks-and-mortar dealer as a genuine consultancy session by a real sales expert.”

Retail visitors will be offered training sessions in five areas (digitisation, shop-fitting, sales, customer management and trends) – and they won’t have to leave the exhibition halls. Training sessions will take place in the east foyer and on podiums distributed through the different halls, keeping retailers close to the exhibitors they have come to the show to see.

Some of the topics that will be discussed include how products create and support trends, as well as marketing on a small budget and online marketing for the outdoor industry (both focusing on smaller retailers). The programme line up is constantly growing, and you can keep track on the latest by visiting OUTDOOR Friedrichshafen’s website. “The varied programme of events impresses with its very specific topics that retailers will be able to put into practice immediately. However, information on trends and functions will make sure that the big picture always stays in view.”

OUTDOOR Friedrichshafen takes place 17-19 September in Germany and only trade visitors are allowed.