Whether they use digital communication to influence the customer journey, deploy packaging, displays and the right shop design to communicate at the POS, or enlist films and textiles to help rooms tell their stories, consumer-goods manufacturers, brand manufacturers and distributors, retailers, agencies, stand builders and shopfitters, service providers, and interior designers all come to viscom POS 2016 to catch up on the latest developments, trends, tips and best practices. From Wednesday, 2 November, to Friday, 4 November 2016, the supporting programme at the Speakers Corner of the International Trade Fair for Visual Communication will dedicate one day each to communication in retail, at the POS and in interior design.
2 November – Focus Day: Digital communication in retail
The first day of the trade fair will be all about the digital shopping experience. In presentations such as “What’s up industry?”, retailers, brand manufacturers and distributors, marketing and trade marketing managers, agencies, shopfitters, and advertising technicians will learn how to successfully combine the online and offline world, asking, for example, how to enrich the retail environment by adding digital solutions and how this might impact buyers and sellers alike. Another item on the agenda is “Content and concept: Which is more important? Content or concept or context?” The session will deliver an overview of outstanding content concepts that successfully balance storytelling, technology and the spatial experience. In addition, visitors will get handy practical tips detailing, for example, how concrete a briefing has to be, what role technology plays in developing content, and what content actually scores points with customers. In the session “What will the future bring?”, Bernd Adams, COO of J. Walter Thompson Germany, and Alexander Coelius from Cosalux will ponder the future of retail and trade. Among other topics, the pair will examine virtual reality and the use of modern technologies for brand communication.
3 November – Focus Day: POS Communication
On the second day of the trade fair, visitors will be able learn about communication at the POS. Kicking off Thursday’s programme will be Martina Vollbehr’s keynote “The Future of Selling”. Her talk will focus on the arrival of smartglasses in brand and product communication. Plus, publisher display Verlag will present a talk entitled “Beating the shopping list” and answer questions about the ideal display for the greatest possible sales success. Another topic: displays in campaign communication. Best practices will be used to illustrate how to optimally integrate a campaign into display communication efforts at the point of sale.
4 November – Focus Day: Interior Design
On day 3, Joachim Rees (Multi-Plot Europe), Thomas Mangelsen-Denter (YUPO Europe) and Andreas Lettner (Mimaki) will focus on interior design. One item on the agenda: “Everything you need. Digital printing revolutionising interior design.” The seminar will look at options for individualisation and themed spaces made possible by digital printing. The discussion is aimed in particular at illustrating how to implement touching concepts with foil printing. Other topics include contemporary individual textile printing solutions, plus substrates and digital printing technologies. Concrete large-format printing examples will also be shown to demonstrate the different possibilities offered by various materials.
Lunch&Learn programme
Lunch&Learn seminars will be part of the viscom programme for the sixth time. This year’s tagline of the continuing education series encourages attendees to “Learn from each other”. Speakers will explore industry-relevant topics in daily Lunch&Learn lectures. The format promotes an active exchange of ideas between exhibitors and visitors by getting them to sit down together at the same table in order to discuss innovations, challenges and new product ideas
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