After two years of research, customer surveys and data analysis, International Market Centers announced today that the company will launch a new digital platform for Las Vegas Market that will address key customer pain points uncovered through its engagement with Sapient/Razorfish, a leading digital consultancy. The new platform includes a redesigned, mobile-responsive web site, integrated mobile APP and enhanced exhibitor portal.
“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, 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.”
For exhibitors, the new exhibitor portal features a customized Product Information Management (PIM) system allowing exhibitors the ability to easily upload product data and images to increase visibility when buyers are searching the exhibitor directory. The portal also includes an integrated lead tracking tool to manage buyer inquiries generated through the site and APP, a helpdesk for high touch customer service, integrated tools to manage and publish show specials, and access to real-time information about marketing and visibility opportunities.
For buyers, the new exhibitor directory, available across web and mobile APP, will feature a robust, visual discovery process that allows buyers to search and save both exhibitors and products; and contact exhibitors directly with inquiries or to schedule appointments at market. By creating a personalized Market Planner, buyers can access their saved plans via desktop or mobile at any time, access registration Scan & Go information, and locate services and amenities within the buildings.
As part of IMC’s investment in and commitment to the new platform, the in-house digital team has been expanded to include Brandon Ward, vice president of digital, and Tripp Regan, director of digital optimization.
Ward joined International Market Centers on May 30, 2017 and is responsible for strategic development and day-to-day management of digital properties, platforms and products at IMC and is currently managing the release of the new Las Vegas Market site, app and portal. He has expertise in digital and e-commerce and has led successful, large-scale digital strategy and implementation initiatives for United Airlines, Hyatt Hotels, John Deere, Victoria’s Secret, Discover and FedEx. Prior to joining IMC, Ward led digital and omni-channel customer experience initiatives for Fortune 50 home improvement retailer, Lowe’s, and also served as a consultant for more than 15 years with digital and e-commerce leader, Sapient, and with global brand advertising and marketing services leader, Leo Burnett.
In the newly created role of Director of Digital Optimization, Regan will utilize his extensive digital knowledge and expertise at International Market Centers to optimize the performance of the new digital platform including the Las Vegas Market website, APP and exhibitor portal. Previously, Regan was the director of creative and interactive media for IMC.
“We know that buyers have limited time to get everything done at Market, and this new site will allow them to see more, do more, and be more efficient before, during and after market,” Belshaw said. “Ultimately, this new platform significantly enriches the market experience and extends the business opportunity for our customers beyond the scope of our physical markets.”
The site is set to launch in April 2018 in preparation for the Summer 2018 Market, and further enhancements will roll-out after initial launch to continue to create efficiencies and future opportunities for Las Vegas Market buyers and exhibitors.