Premiere with mixed results

The coronavirus pandemic put the Interzoo organiser WZF under heavy pressure. 2021 had scarcely got going when it soon became evident that a physical international trade fair would not be possible this year either. In the face of huge time pressure, a platform had to be created that would offer interesting information and contact opportunities to as many participants as possible. It would also have to be easy to use for those with little IT knowledge, despite the technical complexities involved in setting it up - not an easy job, therefore.
The WZF undoubtedly merits huge respect for developing a digital trade show platform. Much was achieved to drive forward digitalisation of the pet supplies sector. Of the digital pet trade fairs offered to date, Interzoo was surely also the most technically demanding on a global scale. At first glance, the entire construct of the platform appeared rather complicated and a little over-ambitious. In fact, some retailers soon lost their enthusiasm for a digital Interzoo experience in the confusion of virtual cafés, networking areas, lead-finder directories, stand areas and accompanying programme items. Only those who had taken a close look at the digital show in advance were able to really benefit from the doubtless interesting offers that featured. The organisers had made adequate time available to participants for this.
Another obstacle was the high level of mistrust of many potential exhibitors with regard to the show well in advance of the event. It was only in the weeks immediately before the show opened that the WZF succeeded in driving exhibitor numbers up. With 336 exhibitors from 48 countries, albeit only 78 from Germany, a result that was at least numerically satisfactory was achieved. Many leading companies who saw no point in the digital show spectacle were sadly missed, however. The strong international flavour of the digital fair, which could by no means be taken for granted, was pleasing, with strong representation from China and South Korea in particular alongside European companies. On the other hand, prominent exhibitors from North and South America were largely absent from the digital event.

Many exhibitors were unhappy not to be able to reach more retailers and retail groups at Interzoo.digital, although their disappointment was limited on account of the modest expectations in the run-up to the show. For many, the joy of being able to communicate once more with other players in the…