Las Vegas Market Goal: Call 90,000 Buyers
May 21, 2014,
Las Vegas Market's Retail Relations team
LAS VEGAS-Las Vegas Market has significantly expanded its retail relations team, increasing its buyer outreach efforts to include 30 full-time staff with dedicated representatives for the gift, home decor, furniture and lifestyle categories as well as two field representatives. Show owner International Market Centers said it expects this team to generate significant increases in buyer attendance for its summer market.
"As the leading furniture, home decor and gift destination in the western United States, Las Vegas Market has developed a comprehensive customer outreach program designed to attract new and qualified buyers," said Scott Eckman, IMC chief marketing and strategy officer. Similar efforts by the retail relations personnel in 2013 fueled triple-digit growth in buyer registrations for last year's summer market, the company said.
The call center has made more than 14,000 calls to date for the summer market, which takes place July 27-31, and registered 4,200 new and returning gift and home decor buyers from 47 states so far. The call center has enlarged its buyer database to encompass more than 175,000 prospective retail attendees, and the newly-expanded retail relations team plans to contact more than 90,000 buyers and register more than 10,000 attendees prior to the market. The in-house call center is one element of a multi-faceted buyer acquisition strategy for Las Vegas Market.