Exhibitions Reimagined: Tech, Sustainability & Personalisation

Like most categories and industries, the exhibition industry has also undergone a transformation in more ways than one. With Artificial Intelligence (AI), sustainability and personalisation becoming hygiene components of exhibitions today, there are multiple ways to approach these and embed them seamlessly as part of the execution of exhibitions at various levels.

Everything Experiential spoke to various industry experts to understand how various upcoming trends and innovations are shaping the exhibition industry.

Personalisation

Data analytics continues to rule the roost when it comes to tailor-made strategies according to the distinct needs and preferences of brands and their respective audiences. 

Vidya Alva, COO, Percept Ice seconds this thought, “Personalisation will gain traction as exhibitors leverage data analytics to customise their offerings to individual preferences. This will create more meaningful and engaging experiences for attendees, leading to increased conversion, sales and brand loyalty.”

Kumar Razdan, Vice President, Nesco outlines that AI will play a major role in the area of personalisation.

Taking the tech route

Needless to say, in exhibitions, each stall and design is meticulously crafted with the customer as the central focus. “While integrating cutting-edge technologies like AI, VR (Virtual Reality), and AR (Augmented Reality) is crucial, maintaining a human connection remains indispensable. Understanding human emotions and preferences is key to creating experiences that truly resonate and leave a lasting impact,” points out Subir Majumdar, Chief Creative Officer, Shobiz.

Razdan, too, comprehends that AI will be playing an important role in the coming years. It will help the organisers create more personalised and relevant experiences for their attendees, by analysing data, providing recommendations, and also enhance the interaction and networking among the visitors and sponsors, by matching them based on their interests and preferences, he states.

AI will power most digital devices in the near future – digital experiences which are AI-driven and can integrate seamlessly with the client’s CRM will be the big thing. “Another key change happening globally and India will catch up sooner or later is – ‘Privacy Law’ and its impact on digital engagement – it will restrict data collection – so smartly created engagements which inspire the audience to share data knowingly and willingly will be winners,” underscores Alva.

Sustainability

Sustainability and green initiatives have begun to take centre stage as environmental concerns mount the world over. “Organisers will increasingly start adopting eco-friendly practices, such as using recyclable materials, reducing waste, and implementing energy-efficient technologies. Green exhibitions will also help to reflect the industry's commitment to responsible practices,” says Alva. 

Majumdar also recognises that increasingly, sustainability initiatives are taking precedence, driving the adoption of eco-friendly products and practices. “Emphasising sustainability not only supports global environmental goals but also appeals to conscientious consumers who prioritise ethical considerations in their purchasing decisions,” he explains.

Storytelling, hybrid experiences & collaboration

Exhibitions also serve as powerful platforms for storytelling. “Exhibitors who master the art of weaving compelling narratives can effectively engage attendees on a deeper level. By crafting stories that align with their brand values and resonate with the audience's aspirations, exhibitors can foster meaningful connections, evoke emotions, and ultimately differentiate themselves in a competitive marketplace,” says Majumdar.

He cites the instance of the way Shobiz organised an unforgettable OG experience in collaboration with the ice cream division of HUL - Cornetto at the Under 25 Summit.  “We designed and conceptualised an Instagram Ice Cream & Gamification Zone and a live food stall with chef-curated custom juice shakes. With precision in production and a stunning live drone display involving over 400 drones, resulted in a dazzling show that lit up the night sky, leaving guests in awe. It brought together over 20K students, creators, performers, and thought leaders to celebrate the infinite potential of youngsters.”

Hybrid experiences are also expected to grow as exhibitions leverage technology to present a seamless integration of online and offline experiences. “Exhibitors will incorporate state-of-the-art digital platforms to extend the reach of their events, connect with remote audiences, and offer virtual participation options. Hybrid exhibitions will increase the global reach, and present new opportunities for collaboration and networking,” spells out Alva.

Collaboration will be the new age mantra as future exhibitors and brands encourage interactive sessions, workshops, and brainstorming activities to foster collaboration among participants. “This will help nurture innovation, and knowledge sharing, and help to build a stronger community within the exhibition eco-system,” Alva adds.

Summing up, while technology and innovation play crucial roles in enhancing the exhibition experience, it is the integration of human-centric design, sustainability initiatives, and compelling storytelling that truly distinguishes exhibitors and ensures memorable and impactful engagements with their audiences. These elements set the stage for sustainable success in the evolving exhibition landscape.

Neha Kalra

BW Reporters She is the Senior Editorial Lead at Businessworld and majorly covers pieces on advertising, marketing, branding and experiential marketing. She writes closely for BW Marketing World and Everything Experiential.