Spring Fair revamps VIP buyers programme

Spring Fair has revamped its exclusive VIP buyers programme for its 2020 show to create The Club.

The tiered initiative, with Platinum, Gold and Silver levels of membership, will reward the Spring Fair and Autumn Fair’s most loyal and highest spending buyers.

The initiative’s highest tier of membership, Platinum, has been developed as part of significant new investment from show organiser Hyve Group.

At Platinum level, The Club will host more than 150 UK and international buyers with the highest spending power at the show, including representatives from the likes of Aldi, Shop Disney, Alibaba Group, Historic Royal Palaces, Sainsbury’s and Liverpool FC. A dedicated team of advisors will work closely with them to develop bespoke show agendas and pre-book one-to-one meetings with exhibitors, based on their sourcing needs.

Platinum membership also allows a select few buyers to enjoy exclusive perks across the show. These include a networking breakfast with market research consultancy Mintel, complimentary lunches and, in some cases, hosted accommodation and flights. These buyers will also get the chance to take part in an exclusive Birmingham ‘retail safari’ trail guided by the Head of Customer Experience of Selfridges.

Platinum and Gold members will pre-qualify for the show’s new programme of daily dedicated ‘Pitch It’ speed networking sessions, planned to help bring as many key buyers and exhibitors together over the show’s five-day run.

The ‘Pitch it’ sessions will facilitate more at-show connections than ever before with buyers able to hear from as many as 30 exhibitors an hour, and suppliers expected to pitch to around 20 key sales targets in the same amount of time. Exhibitors can apply to the ‘Pitch It’ sessions via the Spring Fair Match App (available from Apple Store and Google Play store).

To further encourage at-show connections, the Spring Fair Match App and web platform has been revamped. The AI-driven platform includes an interactive map, allowing users to search exhibitors, products and seminars before the show opens.

The Gold and Silver memberships will recognise and reward visitors with extra perks and benefits designed to make the show experience seamless and more enjoyable. Eligible visitors will be able to enjoy complimentary use of the cloakroom and access to The Club Lounges with seating, charging stations, and complimentary light refreshments.

Neslihan Gundes, Head of Key Buyers at Spring Fair, said: “We know how important Spring Fair and Autumn Fair are for our buyers. The pressure is often on to find the best new products for the whole year ahead in just four days.The Club is just one way in which we’re making their experience a more productive and efficient one. Now, our most committed attendees will have the very best of the show brought to them, ensuring that they are able to get face-to-face time with the right suppliers for them and make the most of their show experience.”

Spring Fair runs from February 2 to February 6 at Birmingham’s National Exhibition Centre. Register to attend for free here: https://bit.ly/33X4nkE

Visitors can check their eligibility for The Club here: https://bit.ly/35V7gmK


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