Pre-registration open for universal H.P. passes
By Gerri Hunt -- Furniture Today, March 13, 2006
High Point — Visitors to the High Point market can now pre-register through the International Home Furnishings Market Authority for universal passes that will be accepted in all buildings.
"Revamping the registration system has always been a key objective," said Tom Mitchell of Merchandise Mart Properties Inc., an IHFMA board member. After registering online or by calling the Market Authority, visitors can pick up their passes at kiosks in several buildings.
Pre-registration before the April 6 deadline for market passes is the most efficient way for visitors to plan their trips to market, according to market organizers.
"Since we have their contact information in advance, we are able to advise them earlier of product introductions, special events and seminars which otherwise they might not learn of until after their schedules have been confirmed," said Judy Mendenhall, IHFMA president.
Another change this April will be a new electronic data collection system for exhibitors.
"We are introducing three different options in showroom registration systems to help exhibitors track their visitors by capturing contact information and, at the top level, downloading real-time analysis and reports of market traffic," said Mendenhall.
She said the simplest option is for an exhibitor to scan buyers' passes as they come into the showroom. A more advanced option is for the exhibitor to receive CD-ROMs with information on registrants. One CD contains data from the previous market, and second one will be provided a few weeks after the current market.
The third option offers software so an exhibitor can sort information, such as by territory. It also enables use of the Internet to gain immediate information on market traffic.
One High Point showroom building, Showplace, will use a new registration system at its main reception desk.
"We are interested in tracking the buyers who shop our properties. Also, those exhibitors that participate in scanning in their own spaces will now be able to use this system for lead retrieval as well," said Joanna Easter, chief operating officer of Showplace Capstone Properties. "As a building, this information takes our marketing research to a more sophisticated level, allowing us to support our exhibitors by fine-tuning our promotional plans to attract those groups who may not be visiting our building as much or as often as we had forecasted."
To pre-register for market, visit the Market Authority Web site at www.highpointmarket.org or call (336) 882-8510.
