IFA this year is a bit like riding on the Starship Enterprise… “boldly going where no man has gone before”. Indeed, the move by IFA’s organisers to go ahead with this new kind of “hybrid” show is yet again proof of the bold and innovative nature of the show’s management.
For this edition, the organisers have three key intentions. The first is to show how innovative the participating industries are – even in these times – as the innovation certainly didn’t stop during the pandemic. The second intention is to inform retailers about what’s new in the industry… what’s worth ordering – to get prepared for the most important retail season of the year. Numerous governments are creating incentives, offering chances for retail to be more successful than the previous years; but they have to be informed. IFA 2020 is their sole “real” opportunity to get the facts. Even if a retailer can’t attend, they can follow the presentations live and discover the USPs and other advantages of the new products on stage. The third aim of the organiser is to create a huge impact for the consumers – informing them that there ARE new products, there ARE innovations, and that there is a “buzz” for them to be interested in the new products. For this reason, for the first time, IFA is opening all press conferences to everyone online: press, trade and the general public. It’s a new format… it’s a new concept… but the aim is the same – to be the beating heart of the industry at the most important selling time of the year.
Welcome… to a very special edition of IFA.