Visitors and exhibitors approve changes in Movelsul 2012 29/06/2012
Survey showed high level of satisfaction with the focus of the event on the middle class and the segmentation of the booths by product type
Three months after Movelsul Brasil 2012, the Furniture Industry Association of Bento Gonçalves (Sindmóveis), the promoter of the largest furniture fair in Latin America can finally celebrate the success of the event with the endorsement of the visitors and exhibitors surveyed. The evaluation of those consulted was positive for the two main features of the fair in its 18th edition: the focus on the new middle class and the segmentation of the booths by product type.
Structured by the board of directors of Movelsul Brasil since 2010, the process of targeting the show at the new Brazilian middle class began by signing a contract with Instituto Data Popular, which specializes in research and consulting on the behavior of the middle class. Thus, Sindmóveis was able to have a more detailed profile of the housing and furniture of families with per capita income between R$ 350 and R$ 1,300 per month. The range of products offered was approved by 83% of the exhibitors and 87% of visitors
The change in the location of booths met the need of reinventing Movelsul, aligning it with the model followed by the largest furniture fairs in the world. The segmentation by product type has strengthened the trade relations between exhibitors and customers, accelerating the purchase decision. Data from Romagna Marketing e Pesquisa revealed that the configuration was approved by 80% of the exhibitors and 95% of the visitors surveyed - that is, shopkeepers who traded at the fair.
In the 18th edition of Movelsul, there was a record number of attendees on the third day of the show, totaling eight thousand visitors. The last action plan as the president of the fair, João Paulo Pompermayer celebrated the approval of the changes implemented and announced their intention to continue them. "We had set ambitious goals and they were fully achieved. Despite the difficulties in foreign markets, the exchange rate policy and the high costs of production in the country, we have shown that it is perfectly possible to differentiate our furniture through design, productivity and skilled labor force," he said.
The 19th edition of Movelsul Brasil will be held from March 24-28, 2014. For more information, visit www.movelsulbrasil.com.br.