Gifts Today magazine

Spring Fair revamps VIP programme

The number one sourcing destination for home and gift retail, has revamped its exclusive VIP buyers programme for its 2020 show to create The Club. The tiered initiative, with Platinum, Gold and Silver levels of membership, will reward Spring & Autumn Fair’s most loyal and highest spending buyers

Facilitating connections between exhibitors and the show’s best sales opportunities, the revamped programme will focus on delivering greater return on investment and time at the show, helping to make members’ experiences as efficient and rewarding as possible.

Platinum perks
The initiative’s highest tier of membership, Platinum, has been developed as part of significant new investment from show organisers Hyve Group. At Platinum level, The Club will host more than 150 UK and international buyers with the highest spending power at the show, including representatives from the likes of Aldi, Shop Disney, Alibaba Group, Historic Royal Palaces, Sainsbury’s and Liverpool FC. Helping them to deliver on return on time invested at the show will be a dedicated team of advisors who will work closely with them to develop bespoke show agendas and pre-book one-to-one meetings with exhibitors, based on their sourcing needs.

Platinum membership also allows a select few buyers to enjoy exclusive perks across the show. This will include a networking breakfast with expert trend insight from market research consultancy Mintel, complimentary lunches and in some cases, even hosted accommodation and flights.

These buyers will also get the chance to discover new and exciting retail concepts on an exclusive Birmingham ‘retail safari’ trail guided by the Head of Customer Experience of Selfridges. The trail will offer a unique insight to see how one of the world’s most recognisable department stores is helping their customers fall in love with their in-store experience.

Pitch it: Efficiency-focused and tech-enabled networking
The Club’s Platinum and Gold Club members will pre-qualify for the show’s new programme of dedicated speed networking sessions planned to help bring as many key buyers and exhibitors together over the show’s five-day run.

The once daily ‘Pitch it’ sessions will facilitate more at-show connections than ever before with buyers able to hear from as many as 30 exhibitors an hour and suppliers expected to be able to pitch to around 20 key sales targets in the same amount of time. The sessions will allow time-poor buyers to experience the very best of Spring Fair in the most time-efficient way possible.

Exhibitors looking to become part of ‘Pitch it’ the speed-networking sessions will have to reserve their space using the Spring Fair Match App.

To further encourage at-show connections, the Spring Fair Match App and web platform has been revamped to allow visitors to get tailored recommendations of the most relevant buyers to meet on-site. The AI-driven platform includes an interactive map, allowing users to search exhibitors, products and seminars before the doors open, taking the work out of networking and helping visitors to gain a higher return on their time investment at the show.

Rewarding Loyalty
The Club Gold and Silver memberships will recognise and reward visitors with extra perks and benefits designed to make the show experience seamless and even more enjoyable. Eligible visitors will be able to enjoy complimentary use of the cloakroom, access to The Club Lounges with seating,charging stations, and complimentary light refreshments.

Neslihan Gundes, Head of Key Buyers at Spring Fair, said: 'We know how important Spring & Autumn Fair are for our buyers. The pressure is often on to find the best new products for the whole year ahead in just four days. The Club is just one way in which we’re making their experience a more productive and efficient one. Now, our most committed attendees will have the very best of the show brought to them, ensuring that they are able to get face-to-face time with the right suppliers for them and make the most of their show experience.'

Spring Fair runs from the 2 – 6 February at Birmingham’s National Exhibition Centre. Register to attend for free HERE.

Visitors can check their eligibility for The Club HERE

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