Issue link: https://tradeshowexecutive.epubxp.com/i/107551
FE ATU R E Our goal is to create a better shopping experience for attendees and add more value for exhibitors. If we can do this, we think our events will continue to be successful. Mike Alic, VICE PRESIDENT OF STRATEGY, ADVANSTAR COMMUNICATIONS 48 February 2013 | Trade Show Executive 3 Continued from page 47 Take Your App to the Next Level MAGIC is launching Shop the Floor, a web-based tool and a new feature in its mobile app. Te tool will allow qualifed retail buyers to browse exhibitor brands, fnd products, add them to their look books and create purchase orders. Shop the Floor is tentatively scheduled to launch two weeks before the February show, and it will be available for approximately 30 days afer the show. "It will extend the customer experience from four days to nearly 60 days," said Mike Alic, vice president of strategy for Advanstar Communications, the show management. "Our goal is to create a better shopping experience for attendees and add more value for exhibitors," said Alic. "If we can do this, we think our events will continue to be successful." All exhibitors will be able to participate for free as part of their exhibitor package. Exhibitors can upload photos, style ID numbers, sizes, colors and pricing, if they choose. Advanstar plans to increase the features and functionality for its August show. In the short term, MAGIC does not plan to sell sponsorships or make an efort to monetize the new service. Advanstar is promoting the new tool to exhibitors primarily through online promotions. In addition, management is reaching out to exhibitors personally via phone calls to increase participation. "If they want to send us photos and descriptions, we will create the product sites for them," said Alic. "But our goal is to make the product so easy to use that the selfservice model predominates." "We've made a signifcant investment in developing this technology," said Alic. To create the framework for the tool, Advanstar conducted independent research through one-on-one interviews with retailers and brands.