International Market Centers is launching a new digital platform for the Las Vegas Market that will improve the experience of show participants.
The company reported that the digital revamp, developed with Sapient/Razorfish, would address recognized customer pain points. The new platform features a redesigned, mobile-responsive web site, integrated mobile app and enhanced exhibitor portal.
The site will provide a new exhibitor portal that features a customized product information management system. With thesystem in place, exhibitors will be able to upload product data and images to increase visibility when buyers are searching the exhibitor directory. The portal also includes an integrated lead tracking tool that can help exhibitors manage buyer inquiries generated through the site and app, a help desk, integrated tools to manage and publish show specials, and access to real-time information about marketing and visibility opportunities.
For buyers, a new exhibitor directory, available across the web and mobile app, will feature a robust, visual discovery process so buyers can search and save both exhibitors and products for later reference. It also facilitates direct exhibitor contact regarding inquiries or appointment scheduling. In addition, buyers can create a personalized market planner, and through it, access their saved plans via desktop or mobile. The planner also provides access to registration Scan & Go information and information about services and amenities.
The new platform will launch in April 2018 in preparation for the Summer Las Vegas Market.
To support the investment in and commitment to the new platform, IMC has expanded the in-house digital team to include Brandon Ward, vp/digital, and Tripp Regan, director of digital optimization.
Ward is responsible for strategic development and day-to-day management of IMC digital properties, platforms and products. Prior to joining IMC, Ward led digital and omnichannel customer experience initiatives for Lowe’s. Regan was the director of creative and interactive media for IMC.
“After extensive analysis of data and customer web behavior, it became clear that buyers want a more granular search experience that goes beyond directory information,” said Dorothy Belshaw, IMC president of gift leasing and chief marketing officer. “Subsequently, we’re introducing an industry-first, best-in-class set of tools for searching, viewing, sorting and filtering exhibitor and product data and images to facilitate the discovery of new resources before, during and after our markets, driving more business and customer acquisition opportunities for our tenants and exhibitors.”