Great Expectations: global retailers gear up for IFA 2022

Retailers from around the world are eager to attend IFA 2022 as they gear up for new consumer expectations in a post-pandemic future.

For many of the world’s largest retailers and retail groups, IFA Berlin 2022 will be the first opportunity to connect at full scale with brands and manufacturers of the consumer electronics and home appliances industries.

The event, which runs from 2 to 6 September, takes place as manufacturers and brands prepare to roll out a new generation of innovative services and devices, optimised for a world where the home has gained new importance and where many people follow new hybrid work patterns. 

Retailers keen to focus marketing activities and reconnect with brands and consumers

Retailers are more eager than ever to come to Berlin, ensuring that the surge of demand during the first 18 to 24 months of the pandemic will not become a one-off that subsides during the coming months. To keep the momentum going, retailers are keen to focus their marketing activities and reconnect with both brands and consumers.

Technology brands, meanwhile, are well aware that their headquarter teams have been physically cut off from most of their key partners, customers and media for more than two years now. In some regions, travel restrictions made it difficult to rebuild personal contacts and organise face-to-face meetings. This makes the need to finally rekindle contacts and rebuild social capital even more pressing. 

ifa 2022
Jens Heithecker, Executive Vice President Messe Berlin Group, IFA Executive Director – on stage during 2020 special edition

“IFA Berlin 2022 could not come at a better time: our event gives brands and retailers a much needed and perfectly timed large-scale real-life platform to re-energise the connection between industry, retail partners and consumers worldwide”, says Jens Heithecker, IFA Executive Director and Executive Vice President, Messe Berlin Group. “This year, IFA will resume its role as a key platform for global trade. We know from all the discussions with our retail partners that they need and want to come to IFA – this year more than ever”. 

Global retailers on why IFA is important to them 

“One year without IFA is definitely one too many”, said Jochen Pohle, Chief Retail Officer EK/servicegroup eG, Germany. “Our retailers and we ourselves look forward to the international product innovations and technologies, to new trends and great infotainment”.

“What causes a sensation among the public in Berlin will subsequently leave its mark on local retailers. So being there means securing a competitive edge. And that’s what this trade show is all about for us. In addition, we are naturally using the opportunity to present the EK range of products and services to the trade. To this end, we will be bringing our electroplus and küchenplus brand store concepts to the River Spree, among other things”. 

“Of course, we at EURONICS will again be present at the IFA with a membership stand”, said Benedict Kober, Spokesman for the Management Board, EURONICS, Germany. “Especially with a view to this year’s Football World Cup, which will be played at the unusual wintertime, the year-end business in the consumer electronics sector promises to be particularly exciting. The IFA in September is therefore very important with regard to product innovations. We will focus our appearance on our smart solutions”.

In a concurring statement, Udo Knauf, Managing Director telering Marketing GmbH & Co. KG, Germany said “We are looking forward to IFA 2022 and are firmly convinced that it will take place in a format that we appreciate and love”. The director added “as an exposed industry event, IFA is unique for us, indispensable and an integral part of our event calendar. IFA is and remains the industry meeting place par excellence”. 

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