The new team is designed to serve as a valuable resource for both exhibitors and buyers.
For exhibitors, the community team’s role includes attracting the new buyers they want to target, and supporting existing customers to better understand their needs at the show.
The aim is to create a more personalised experience on-site and identify new business opportunities by leveraging insights from the show’s existing customer base and feedback areas, as well as pinpointing developing trends, product needs an new client bases.
Laura Rae, head of community at Spring and Autumn Fair, said: “As we enter this festive season, the profound impact of retail on our lives becomes unmistakably evident. For me, it’s the joy of discovering a favourite new shop or the excitement of witnessing a loved one open the perfect gift, retail creates cherished memories and new traditions for all to share. In my role as the head of community for Spring & Autumn Fair, my team and I are eager to extend this sense of wonder and delight to the buyers who explore the halls of the NEC each year.
“To achieve this, we’re committed to understanding our exhibitor’s businesses and the businesses of their buyers more intimately. We’re actively building focus groups, scheduling research calls, and visiting establishments across the country to identify the triumphs and challenges affecting the retail sector both locally and internationally. These insights will help us identify new buyers to bring into the show and create a more fulfilling experience for those buyers who’ve attended the show for many years.
“We recognise that our community’s success and the vibrancy of Spring Fair go hand in hand. My team of dedicated community managers and I will be here to be your direct line into the show, ensuring everyone’s voice is heard and needs are met.”
Spring Fair takes place from 4 to 7 February at NEC Birmingham.
