Innovative Fair Concept for Sales Promotion a Success

New ideas for goods presentation, an attractive supporting programme and a high visitor quality characterised the premiere of hortivation by IPM ESSEN in 2016. The new innovation experience world for the green sector thus completed a successful first event at Messe Kalkar. From June 13 to 15, 2016, the trade fair concentrated on one central subject: the design of the point of sale – promoting turnover and always focusing on the final customer.

„We are looking back on a successful first hortivation by IPM ESSEN and are convinced that it was the right step to have brought this fair into being. Our exhibitors are reporting intensive and high-quality discussions with the trade visitors to us,“ summarises Oliver P. Kuhrt, CEO of Messe Essen. In total, nearly 1,000 visitors came into Hansehalle Kalkar, including predominantly purchasers and decision takers from the specialised retail trade as well as from chain stores. “We will continue along the path together with our partners,“ according to Kuhrt. In the Plants, Garden Equipment and Service Providers areas, 86 exhibitors showed their products and concepts. Even now, the majority of them have already stated that they will participate in the next hortivation by IPM ESSEN, too.

“Fed up to the Back Teeth“, Smoothie Herbs or Country Feeling

They were funny, provocative, trendy or simply just beautiful – the POS concepts in the special show about “Urban Gardening“ and “Garden Living“. The goods presentations were strongly oriented to megatrends and to the needs of the final consumer. Sustainability played a leading role, for example, in the herb concept of Cox. “Fed up to the Back Teeth“ represents a clear rejection of packaging made of plastic. At hortivation, the concept was distinguished with the BGI Innovation Prize.

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