A winning mindset is all it takes - International Mass Retailing Association's upcoming convention

Discount Store News, March 18, 1996 by Bob Verdisco

Are there any retailers or suppliers that are in business today (and plan to stay in business tomorrow) that are not focused on capturing the changing consumer? My guess would be no--not successful ones anyway. That's why IMRA's 1996 Convention is a must-attend event for all mass retailers and their suppliers that want to see their businesses prosper as we head into the 21st century. We have put together the most substantive, value-packed program ever, which will provide the tools, information and networking opportunities necessary to capture the changing consumer in today's competitive environment.

The sessions are backed by exclusive consumer research. Among the topics to be discussed include:

* Capturing the Consumer Through Technological Innovation;

* Category Management for Maximum Profit;

* Merchandising in Cyberspace.

Over the years, I have learned that simply showing up at an IMRA convention is not enough. I have therefore set a goal to literally overhaul your mindset when you walk through that door in Dallas this May. Attendees who arrive with a "same old, same old" attitude might as well stay home. If, on the other hand, you are committed to making the most of this truly valuable and unique forum by fully participating in all this convention has to offer, I guarantee you this will be the most rewarding three-and-a-half day investment you've ever made. Here's how I believe it can work:

* Exhibitors: Your company is afforded a unique opportunity to gain exposure to the highest level mass retail executives, all of whom view this as the opportunity to spend time with their senior level supplier counterparts--both on and off the show floor. Confining your expectations for productive business interaction to booth visits is myopic at best, and you are putting your company at a distinct competitive disadvantage. The Merchandise Show, while a fabulous opportunity for suppliers to interact with key retail accounts, is just one facet of IMRA's convention. So don't think this is your only opportunity.

The IMRA Convention provides countless ways for suppliers and retailers to interface--and successful companies have been making the most of those opportunities.

If you understand your customers, their business and their concerns, there is no better way to position your company to sell products. One highly successful supplier company executive tells me that his strategy to seize business opportunities as he walks to and from educational sessions and at coffee breaks has resulted in as much business, if not more, than simply working his own company's booth.

* Retailers: Maximize this golden opportunity to connect with key suppliers and strengthen your relationships with vendor partners--all in one place and at one time. The most successful retailers do their homework and assemble a team of senior level executives who visit every booth and follow up on every opportunity to address concerns, explore mutual opportunities, and improve relationships with suppliers. It's an efficient way to do business, and with the changing retail marketplace, you can't afford not to cultivate these important relationships.

Retailers, especially many of IMRA's newer members, also need to understand that this is an event for all mass retailers, whether they are category-dominant retailers, specialty discounters, home centers or traditional full-line discount stores. This convention will enable you to broaden your horizons by meeting with retailers and suppliers outside of your traditional business venues and take back new ideas and develop new relationships to expand the scope of your business.

The bottom line is this: Over the past several years I've seen that those companies that take advantage of all these opportunities are, without exception, the most successful. And companies that don't too often find themselves lagging behind and wondering why. The formula to make your business a better one is already waiting for you this May in Dallas--all it takes is a winning mindset.