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Prowein Premiere: The “Concept Store”


Tailor-made solutions for wine at the point of sale

January 23 – Whether in specialist shops, food retailers or at the corner shop – the presentation of the wine product at the point of sale is a decisive sales factor. In addition to product information and practical tips it is also about emotionalizing the shopper and optimizing retail processes. At the ProWein trade fair, the new “Concept Store” in Hall 9 (Stand A90) will be part of the “Packaging & Design” Special Show offering concrete tips and application examples up close and personal. “The Concept Store will provide trade visitors from all segments of retail with an ideal opportunity to gather information on PoS marketing – and specifically show tailor-made solutions for wine,” said Peter Schmitz, Director of ProWein. “We are still in the early stages of this idea but are delighted to have already recruited several exhibitors for this ProWein premiere.” ProWein, International Trade Fair for Wines & Sprits, will take place from March 10 – 12, 2024 at the fairgrounds in Düsseldorf, Germany.

Four aspects will be in focus at the “Concept Store”:

  • Digital Signage
  • RFID
  • Self-service wine tasting
  • Wine labels

The digitalization of wine labels in particular, with its wide range of interactive applications, promises great potential. Whether product information via QR codes or NFC chips at the point of sale, images, videos, animations etc. on digital shop windows, TV screens and other platforms – the spectrum is endless. It is about interactivity and therefore dialogue with shoppers; this is the “be-all and end-all” at the PoS. Ruhrkraft GmbH (https://www.ruhrkraft.io) and Imero Holding GmbH (https://imero.io/) will present corresponding solutions. Another important trend is “self-service wine tasting”. Shoppers can taste “without obligation” and stores do not need dedicated staff for this. The exhibitor By the Glass (https://www.bytheglass.de/) will  showcase appropriate solutions for this topic. Wein-Mehrweg eG, has its sights set on transport and CO² emissions. Operating 5,200 hectares and accounting for over 5% of Germany’s total wine-growing area, the ten founding companies of this initiative have developed a multi-use concept that culminated in the founding of the platform and the launch of the first 0.75 liter reusable wine bottle (https://www.wein-mehrweg.de/).

“The spectrum of exhibitors registered so far reflects the bandwidth of what is possible – and also necessary at the PoS – to reach out to customers,” explained Kerstin Houf, Senior Project Manager of ProWein and responsible for the “Concept Store”. To register for the “Concept Store”, contact HoufKe@messe-duesseldorf.de.

For further information on visiting or exhibiting at ProWein 2024, contact Messe Düsseldorf North America; Telephone: (312) 781-5180; E-mail: info@mdna.com; Visit www.prowein.com  and www.mdna.com; Follow us on https://www.linkedin.com/company/mdnachicago/

For hotel and travel information, contact TTI Travel, Inc. at (866) 674-3476; Fax: (212) 674-3477; E-mail: info@ttitravel.netwww.ttitravel.net



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