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    IDDBA Show and Sell Going Interactive

    The dairy-deli-bakery event will reflect “Experience Economy.”

    MADISON, Wis. — Fundamental principles of the "Experience Economy" will be reflected at the International Dairy Deli Bakery Association’s (IDDBA) 2017 show.

    The Experience Economy — a term first used in 1998 by authors B. Joseph Pine II and James H. Gilmore — is a concept whereby businesses engage customers not only through products and services, but also by adding an experience to shopping occasions. This experience focuses on four key factors: entertainment, education, esthetic and escapism.

    "This new way of engaging with shoppers is the inspiration for many of the concepts and merchandising ideas planned for this year’s Show and Sell," said Jeremy Johnson, IDDBA education director.

    Attendees of the IDDBA 17 Show and Sell, being held June 4-6 in Anaheim, Calif., will be exposed to interactive and innovative merchandising concepts designed to energize their stores and engage, entertain and educate their shoppers.

    "For more and more consumers, shopping isn’t simply about purchasing products," said Johnson. "It’s about the experiences they encounter and oftentimes actively seek, whether it provides entertainment value, a learning encounter about a specific product or process, or exploring new tastes or flavors for the first time."

    In the spirit of the Experience Economy principles, the IDDBA 17 Show and Sell — an interactive marketplace of merchandising ideas and retailing concepts — will feature unique foodservice concepts, fresh department display case merchandising ideas, educational messaging, and other ideas that attendees can share with their colleagues and potentially implement in their stores.

    Among the concepts planned are:

    • A breakfast bakery bar with lingering aromas of freshly baked goods and brewed coffee, and a seating area to enjoy the experience.   
    • A cheese pub that will let attendees experience unique cheese pairings and tapas that retailers could easily offer in their stores.
    • In-store foodservice that creates an engaging experience with the sights, sounds, smells and pace of a fully functioning in-store foodservice program that attracts shoppers seeking prepared food options.
    • Cake design that will provide attendees with creative and unique cake ideas for entertaining occasions, as well as a unique and interactive "cakescape" display that will evolve and grow throughout the three-day show.

    Additionally, how-to sessions presented by industry leaders and chef experiences will be conducted daily in Show and Sell workshops. 

    To learn more about the IDDBA 17 Show and Sell event, click here.

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