Traditional processes that have been in place for 40+ years have been turned on their head in the span of 5 months as a digital transformation impacts every facet of the AmericasMart Landscape.

What buyers were looking for:

• Easier navigation throughout the campus
• Access to detailed exhibitor information and events
• Ability to plan their visit – appointments, notes, and checklists
• On the go access to information from exhibitors or locations. 

With these user insights in hand, a connected, mobile-enabled buyer experience was conceived that includes:

• Interactive exhibitor profiles that include social media feeds (Facebook, Instagram, Pinterest and Twitter), product images, booth location with Google maps and directions within the Mart, and complete overviews of each exhibitor.
• Detailed search results for exhibitors, product lines, categories, events, food, services, and apparel sales reps in list, gallery, map, and floor view.
• Google maps of AmericasMart separated by floor so that users can find amenities, exhibitors, food locations, etc.
• An augmented reality and QR scanner to use with the AmericasMart book and to find one’s location in the Mart by scanning signage.
• A mobile Market Plan so users can store exhibitors they want to visit; make appointments; and take notes.
• Market specific information for a complete overview of shows, directors, and more!

To deliver the kind of anywhere access that buyers needed, the experience was developed with iPhone, iPad, and Android apps, as well as mobile, tablet, and desktop focused responsive sites that resolved the need for users on Windows®, Blackberry or any other connected device.

During the July 2013 Market, over 30 buyers, 15 exhibitors & 11 AmericasMart staff were interviewed to evaluate the overall market experience. An in-depth competitive landscape and 3 week audit / assessment of AmericasMart resulted in a 400 page document that shaped the requirements.

These results helped to shape the initial 5 key features: Search, Navigation, Market Planner, Augmented Reality / QR Scanner & easy to use Exhibitor Digital Showrooms.

Prior to the release of this easy to use portal, AmericasMart had 26 out of 4300 exhibitors leveraging the use of a digital showroom. We saw a rise of over 4,000 exhibitors leverage and build their own AmericasMart digital showrooms. From .06% engagement to 95% in a 45 day period.