Retail Visionaries and Experts Share Ideas and Success Stories In GlobalShop 1999 Seminars

Furniture World Magazine

Kmart, REI Executives Lead Two of the 25+ GlobalShop and POPAI Marketplace Sessions GlobalShop 1999, the world's largest annual retail design exposition, along with the independently co-locating Point-Of-Purchase Advertising Institute (POPAI) Marketplace, offer a glimpse into retailing's future through more than 25 comprehensive seminars led by some of the industry's top retailing and brand marketing experts. The GlobalShop and POPAI Marketplace seminars feature speakers from all areas of the retail industry – some who are largely responsible for the successful makeover of a souring company image. Seminar themes vary from enhancing store design and shopper experience to understanding virtual retailing and market mix of the next generation. "The typical seminar attendee asks, 'What can this speaker offer that will have an immediate impact on my business?' " said Doug Hope, GlobalShop creator and co-director. "Our seminars offer retailers a chance to learn merchandising and design strategies and tactics from the most successful retailers and marketers in the world." Floyd Hall, chairman of the board, president and chief executive officer, Kmart Corp., delivers the GlobalShop keynote address, Rebuilding Kmart From the Inside Out. Hall has been attributed with the renewed success of Kmart. Through his efforts the company has developed a new, more shopper-friendly store called Big Kmart and improved customer service and merchandise quality. The changes have attracted the attention and praise of shareholders, suppliers, customers, and Kmart associates coast to coast. Jerry Chevassus, director of retail for Recreational Equipment Inc. (REI), explores the idea of transforming a store into a tourist attraction in his seminar, REI's Unique Approach to Interactive Marketing. Through electronic interactive kiosks and other educational displays, REI has been able to entertain customers and keep them in their stores longer. In addition to the sessions dedicated to interactive retailing, GlobalShop '99 unveils In-store Interactive Ideas (i3), a show pavilion focusing on retail interactive technology. At i3, exhibitors such as Sony, First Wave Technologies and STV Communications demonstrate how electronic and computer technology are used to assist today's shoppers and enhance their retail experience. By learning how consumers shop, retailers can gain insight into what attracts shoppers to their stores. The Science of Shopping, a popular GlobalShop lecture by Paco Underhill, managing director for Environsell, teaches key facets of consumer shopping behavior. Environsell, a behavioral market research and consulting company, studies the patterns of shoppers using in-store videos and customer intercept interviews. More than 3,300 people attended the GlobalShop seminars in 1998 to gain exposure to the ideas and inspiration of retailing experts and leaders. Those who register for GlobalShop 1999 by February 26 receive seminar discounts. In addition, the seminars offer credit toward certification with POPAI's P.O.P. Professional Designation and Certification Program. GlobalShop is sponsored by the National Association of Store Fixture Manufacturers (NASFM) and is produced by Shore-Varrone Inc., publisher of Display & Design Ideas and Point Of Purchase Magazine. GlobalShop includes The Store Fixturing Show, sponsored by NASFM; The Visual Merchandising Show, sponsored by the National Association of Display Industries (NADI); Retail Operations & Construction Expo, and i3, sponsored by NASFM and POPAI. For the second year, POPAI Marketplace is independently co-locating with GlobalShop. For more information on GlobalShop or the GlobalShop seminar series, call (800) 646-0091 or visit www.globalshop.org.