Retail Connected is not your average virtual event . Brought to you by Retail Week , Retail Week Live , Be Inspired and World Retail Congress – all part of Ascential , this five-day free virtual event , took place on 26-30 April . It connected brands and retailers from all key markets of the world , focusing on the important areas that make a winning retailer in the new consumer landscape .
What was the client ’ s business objective , and how did provision of an online / hybrid event help achieve this ?
Retail Connected was created to help the worldwide retail industry and all those connected to it around the world understand and appreciate recent industry specific developments . Across five days , Retail Connected brought together speakers from inside and outside the retail industry in order to provide challenging ideas , invaluable insight , inspiration and a future vision to help each visitor ’ s business grow and develop .
Being a worldwide event , the ability for visitors to attend the event from the comfort of their own desks enabled Retail Connected to achieve a truly global reach . Also being a virtual event with an on-demand facility meant that delegates were not limited to adhering to the speakers time table , as they would have to do if it were live .
Describe the online visitor experience ; how were they engaged , and could you measure this engagement ? Retail Connected was very conscious of ‘ video fatigue ’, but was also aware that with all that had occurred in retail during 2020 there had never been a greater need for important insights into future-proofing retail businesses .
The agenda was therefore created to ensure that they brought their visitors the most exciting , energising content , distilled in the most concentrated form . Retail Connected also brought elements that one would not normally expect to see at such a virtual event , these included : secret speakers , cook-a-longs and ‘ bigger-picture ’ speakers .
Showcase worked behind the scenes with their client to ensure delegate data / information was seamlessly connected to their own CMS system . Much like a ‘ live event ’, the production team was also on hand throughout the event to ensure it ran smoothly , managing server traffic and publishing on-demand content once the live stream had finished .
Retail Connected took advantage of Showcase ’ s bespoke data analytical software EVENTalytics , which runs alongside Showcase ’ s online platform EVENT @ to provide easy to read post show data . This tracked the attendees ’ movements , what they were watching and for how long , as well as giving vital information about the delegates themselves , such as geographical location and job role . Previously Retail Connected had had to wait for data to be anaylised after the event , so being provided with real-time data was a real game changer .
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