HomeWorld Business: Describe the evolution and value of Ambiente on a global basis. Why is Ambiente important to U.S. housewares suppliers and retailers?
Nicolette Naumann: Ambiente being the biggest trade fair for consumer goods is not a coincidence. Trends and change are in its genetics for some 700 years. Back then it was officially granted the fair privilege by Emperor Frederick II. So we were then already on the international agenda. Today, Ambiente is the global primary network hub and innovation stage. Ambiente is about unexpected product findings and strengthening existing supplier relations, on the one hand, and about a wide range of special interest topics, such as ethical style or contract business/hospitality, on the other. The most special part about Ambiente is the fact that the offer at display— from around 90 nations— addresses not only European but international markets. That is the nucleus of Ambiente, with more than 80% of exhibitors coming from outside Germany.
HWB: What are some new features and services at Ambiente? What existing services provide added value to attendees?
NN: Ambiente features a special exhibit that presents the future’s experience-oriented customer journey. It puts on display how retailers can stand their ground in the context of strong online competition by developing a multi-channel approach. The program’s title is From Point of Sale to Point of Experience. Ambiente Academy is an all-included, high-class lecture program. Well-known industry experts address practical topics, such as how the use of language can impact sales or how retailers can conduct their own POS fitness check-up. Special interest topics like ethical style, solutions or contract business keep a high ranking in visitor’s awareness. The Trend Show not only allows a sneak peek into the consumer goods future, but it also serves as a vital hub to discover novelties of all sectors at Ambiente.
HWB: How does Ambiente engage with suppliers and buyers throughout the year?
NN: We focus on key decision makers, such as trade associations, purchasing organizations or media. Besides that, Ambiente is only one click away at Facebook, Twitter, Pinterest and Instagram. It is here where we interact with Ambiente fans and visitors to be. On the exhibitor side we welcomed 4,460 producers in 2017. We talk to every single one at least once in the season. So below the line, we know in great detail about the topics, challenges and opportunities global markets and their players face. When it comes to design, we channel that knowledge in the Ambiente blog. It is the editorial platform that approaches exciting, new and classic products— always based on trending topics.
HWB: Describe the digital initiatives in place to support exhibitors and buyers during and away from the show?
NN: We just launched a brand new website. The offer at Ambiente is vast. Our objective was to create a web space that is inviting, engaging and supports users intuitively. The Ambiente site also encourages visitors to register and create a personal hit list while investigating exhibitors and their products. The Ambiente app becomes most relevant when navigating the fair ground, checking out all and more that there is on the list. Moreover, Ambiente will be first to entertain a business-match-making web portal, where producers and buyers each enter the specifics of what they’re looking for at Ambiente. The program then matches the interests, schedules a meeting of the two parties and connects them at Ambiente in person.
HWB: Discuss the partner country program (the Netherlands is the 2018 partner) and how that creates excitement and value?
NN: We started the Ambiente Partner Country project seven seasons ago. Our main objective is to give the center stage to the archetypical design language of the selected country. While national design could be acknowledged as an anachronism in a globalized market, it has proven to be a real eye-opener about how designers tackle this topic and create convincing solutions.
HWB: What is the long-term outlook for Ambiente?
NN: Ambiente was and will be about connecting market players. Dynamic change is probably the core ability of a vital and trendsetting trade hub like Ambiente. Besides being the world’s consumer goods and trend hub, Ambiente’s mid-term goal is to equip retailers with all relevant sales and marketing tools they need to stay on top. Part of that strategy is actually the Ambiente Academy, as well as future-oriented presentations.
