ZOW 2015: Management Consultant Winfried Titze to act as curator of the ZOW Forum "Marketing & Sales"
A special event to identify new sales opportunities
[Bad Salzuflen, 27 August 2014] Whether shirts, items of jewellery or furniture - serial production is celebrating its comeback thanks to the Internet. More and more customers are going online to create individual furniture concepts using the building block principle, thereby implementing their own ideas. However, while the Internet is increasingly taking on the role of a furniture store, sales figures are stagnating in the stationary trade. "Conventional furniture stores are simply not succeeding in creating desire for products among customers", says Winfried Titze, Director of the Management Consultancy Company Titze. "In actual fact, however, they can persuade the customer to make a purchase by presenting the merchandise in an attractive manner." The measures required to address and reach customers on an emotional level will be explained by Titze at ZOW 2015. The 55-year-old industry expert is the curator of the new forum "Marketing & Sales", where he will be joining forces with specialists from the exhibiting companies to identify the opportunities offered by new sales chan-nels.
(firmenpresse) - The focus of the International Supplier Fair for the Furniture and Interior Design Industries (ZOW) in the coming year will be on the individualisation of mass-produced furniture. In seven forums and on special exhibition areas, independent experts and exhibiting companies will be holding short lectures in which they will highlight the effects on the value chain and identify practice-oriented approaches along the entire production process of a manufacturer of mass-produced furniture.
In this way, visitors and exhibitors can come to the forum "Marketing & Sales" to find out which marketing measures to use in order to assert themselves in the face of competition from online dealers and low-cost imports.
The major criticism expressed by curator Winfried Titze, who has been an advisor to manufacturers in the furniture and interior design industries for many years, concerns the lack of ideas when it comes to presenting furniture. "Innovations need to reach the end consumer and also to be noticed by them. However, neither the sales floor nor the products of stationary branches of furniture stores create a lasting impression on the customer." For this reason, the experienced management consultant advises dealers to be bolder and recommends that they flex their creative muscles. The development of the shopping experience offers the cus-tomer value added and is an important building block for sustained success. Business is stimulated by competitors in this case as well. "Online trade forces changes to be made to processes and will generate new products - as a result, this market will significantly contribute to individualisation", states Titze. "Moreo-ver, technologies which have been unjustly disregarded to date, such as light-weight construction, are set to gain in significance."
Low-cost imports are putting a strain on stationary trade
In addition to the Internet, the German furniture industry is also up against low-cost imported goods predominantly produced in Poland, China and the Czech Republic.
According to the German Furniture Industry Association (Verband der deutschen Möbelindustrie - VDM), the market share has doubled to 58 percent over the last decade. "This issue concerns, above all, the low price segment which rather acts as an impediment to the trend towards one-of-a-kind pieces", explains Titze. For this reason, we will be reflecting on the processes at the forum and highlighting market opportunities offered by greater individualisation." The German furniture industry could take advantage of this growing trend towards individualisation in order to stand up to cheap imports and to find a way out of the practice of selling goods off "dirt cheap". Furthermore, Titze aims to provoke thoughts on the consumption behavior of furniture buyers. "It is exactly in this area in which change in the status quo can be achieved by increased individualisation."
With its clear focus on the exchange of knowledge and experience along the entire production chain, next year''s ZOW will offer the exhibitors and visitors great value added as always - from design to production and logistics through to in-store presentation. The international fair for suppliers to the furniture and interior design industries will be staged for the 21st time at Bad Salzuflen Exhibition Centre from 9 to 12 February 2015.
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Datum: 29.10.2014 - 05:24 Uhr
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