A touch of Hollywood in Nuremberg

A film director couldn't have organised it better: just as the pet supplies sector, having got off relatively lightly in the recession, was starting to cherish hopes of better times ahead, along came Interzoo and whipped trade and industry into an unexpectedly intoxicated mood. Suddenly a happy ending is once more potentially in sight for 2010 in the form of rising sales. It will all be good again, change will come - Hollywood sends its regards. Really? "Mood is one thing, reality another," says one experienced sector expert, however, warning against too great a sense of euphoria. And he's right. Times are still tough, even after Interzoo. On the other hand, it's good that our sector is not allowing itself to get down and is bravely looking to the future. It's true that major innovations tended to be a rarity at this Interzoo. In many cases, existing trends such as nano, LEDs, naturally produced pet food or fashionable dog accessories were picked up on and expanded. Nevertheless, on many stands in Nuremberg there was any number of products that are likely to make the break-through into the retail trade during the months ahead. The confident performance of many aquatics companies at the fair also deserves extra praise. Even more important than presenting attractive products at trade shows in a way that is classy and appealing, however, is to offer concepts for presenting them attractively at the point of sale. Many manufacturers are still failing to make the transition from appealing exhibition presentation to similar positioning of their products in the store. All too often, retailers are left to their own devices by their suppliers. The consequence of this is that many products are given far less attention than they actually merit when it comes to product placement in the retail area. Modifying the above quote, it could be said that "the trade show is one thing, the store another."! Yours Ralf Majer-Abele
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