Wednesday, December 22, 2010


In today’s competitive retail environment where consumers are consistently looking for quality products and services, retailers and marketers are turning more and more to innovative schemes and promotions to attract heightened customer interest.

Throughout the year different retail promotions are designed to persuade the consumer into the stores.  In this region annual promotions surrounding Ramadan, Eid Al Fitr, Eid Al Adha, Dubai Shopping Festival and Dubai Summer Surprises are some of the more popular retail events that attract serious shoppers.

According to industry research, another tactic that proves to be successful year on year is the ‘back-to-school’ promotion runs that take place each August and December/January on all things school and children related. It is estimated that total spending on K-12 and college students was US$ 55.2 billion in 2010, highlighting the broad reach this theme has within the retail sector.

“Back-to-school has become a major promotional tool in the Middle East too,” said Ahmed Pauwels, Chief Executive Officer of Epoc Messe Frankfurt, German trade show and conference organiser, who is launching twin trade events Playworld Middle East and Paperworld Middle East, both of which will introduce a considerable range of ‘back-to-school’ products to the region.

“Paperworld Middle East will feature a wide collection of school articles including drawing materials, writing instruments, folders, school bags and exercise books while Playworld Middle East will present children’s lifestyle products including school furniture, clothing and accessories and sports and playground equipment.  All of these products which feature heavily in the ‘back to school’ category are expected to be big draws for visitors to the co-located trade fairs,” Pauwels said.

Promotions are one of the many ways in which the retail trade tries to gain market share and convince consumers to opt for their products over a competitors. Having a wide range of products and merchandise which is new and unique to the market also helps retailers attract additional custom and trade exhibitions such as Paperworld Middle East and Playworld Middle East help retailers source these essential products.  It has been found that the market for children’s products is optimistic in outlook, as parents find it difficult to
deny their children.

Playworld Middle East, a trade platform for toys, games and children’s lifestyle products is co-located with Paperworld Middle East, a business and networking event for the office and paper products industry. The events will attract a broad mixture of professional visitors from distributors and suppliers to merchandisers, manufacturers and key decision makers who work in these trades.  The shows will take place at the Dubai International Convention and Exhibition Centre from March 7 to 9, 2011.

Company profile:
EPOC Messe Frankfurt GmbH is a subsidiary of Messe Frankfurt, Germany’s leading trade fair organizer. With 424 million Euros in sales in 2009 and more than 1,660 employees worldwide, Messe Frankfurt brings 800 years of experience to Dubai, the strategic hub for the region.
The successful portfolio of events of EPOC Messe Frankfurt GmbH in Dubai include: Intersec trade fair and conference, Materials Handling Middle East, Hardware & Tools Middle East, Garden & Landscaping Middle East, Light Middle East, Beautyworld Middle East, Automechanika Middle East, and now also Paperworld Middle East, and Playworld Middle East.
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