After more than a year on hold, retail buying events are back – with the return of a trade favourite, Top Drawer, is to be held in Olympia this September. 

Whilst a lot has changed over the past 18 months, careful planning ahead of a trade show visit remains one of the most important things you can do to ensure the best use of your time, resource and energy. Here are five tips for making your visit the best it can be.

1. Register early and in full

This year more than ever, a smooth arrival process is key. The best way to ensure you can get to discovery and buying as soon as you step foot in the venue is to avoid queues and have your pass accessible from the outset. This is one of the many reasons you’re always encouraged to register in advance of arriving at an event. If you have the option, be sure to use an e-badge on your phone to save even more time when moving through the registration points on the day. 

If you’re planning to visit with colleagues, it’s important to register each guest with a different email address; this way you can rest easy that no glitches will happen in the system for passes to be missed. 

Whilst at first glance, lengthy registration forms can be seen as a source of frustration, you may be surprised to know that it’s in your best interest to answer every question as accurately as possible. Show teams want you to have effective, meaningful buying opportunities and will use the information you give them to help shape the communications you receive. By sharing details about your business and what you’re looking for, you’ll be more likely to see products and brands tailored to you and your needs in the lead-up to the show, meaning you won’t miss out on finding your potential next bestseller. 

2. Pre-book key meetings so you can fully enjoy unexpected discovery

The magic of trade show discovery is often the spontaneity of finding the unexpected, however, that doesn’t mean you shouldn’t still schedule times to meet with existing suppliers or desired brands too. 

Design-led trade events such as Top Drawer, will have extensive lists of the exhibiting brands published on their websites; often with the functionality to get in touch or book meetings directly, as well as bookmark or favourite the products that catch your eye. By planning a handful of meetings in advance or allocating specific time to visit a stand, you can rest easy knowing that you won’t be missing out, and can fully soak up the unplanned discovery time with the assurance that you’ve already met some of your objectives for the visit. 

3. Make the most of learning opportunities

Education programmes filled with seminars, webinars, panel discussions and masterclasses have become a staple of the trade show offering. Whether they are hosted onsite or online, these agendas of expert-led content are unique opportunities to learn from the best, step outside of your comfort zone and be inspired. Whilst buying is likely to be your primary objective, consider what else it is you’re hoping to elevate across your business too. This could be digital marketing, e-commerce, visual merchandising or trend awareness. Keep these secondary goals in mind when planning show visits or interactions and carve out time to make the most of this limited access to the knowledge that could truly help you drive your business.

4. Make the moments count 

On a show floor full of exciting people, products and brands, it’s easy to get swept up. However, having a clear checklist of the information you need from each potential supplier ahead of time is a great way to ensure you can enjoy every moment whilst knowing that you have everything you need to make successful next spets. Before you visit, think about these things:

1. Are there certain criteria for brands and products I want to stock in my store? I.e. sustainable, made in the UK
   
2. Is there a product category I really need to focus on?
   
3. If I find something outside of this product category that I love, do I have inventory space and budget for it?
   
4. What minimum spend/ quantity would I find acceptable?
   
5. What lead time would I find acceptable?
   
   

When you’re talking to suppliers on their stand, be sure to run through this checklist. That way, by the time you’re ready to place an order you can do so right away without having to waste valuable time seeking more information. 

5. Look beyond the show floor

There’s nothing quite like the buzz of a trade show but, with all of these retailers and brands under one roof, buying event devotees know that some of the most successful business happens away from the stands. Top Drawer, for example, offers a one stop shop for inspiration, knowledge sharing and access to uncover the newest products across the lifestyle spectrum before anyone else. Their Sundowners party always ensures a great opportunity for exhibitors and visitors to build meaningful connections and do business, even out of hours. 

If you’re a returning visitor, many trade buying events, including Clarion Retail’s Top Drawer, may give you access to their loyalty programme, which often comes with access to exclusive spaces such as a cafe. Factor in extra time in your diary to enjoy these social, yet still business-centric settings.