In recent years an increase in the number of trade shows has contributed considerably towards growing economic activity and has become a platform for connecting buyers in the retail sector with new products and sources of supply.
“One show that has grown into the pre-eminent trade show for buyers from all over South Africa is SARCDA. This is a retail exhibition, and as such is only open to trade buyers. It began in the early sixties as a platform for pharmacies who wanted to stock gifts and non-perishable consumer items for their customers looking to shop from a single outlet. Now it is the largest trade exhibition in the southern hemisphere for retailers from all sectors looking to procure a wide range of toys, gifts and decorative materials,” says Sharon Peetz, Chief Executive Officer for the Exhibitions and Events Association (EXSA).
Teresia Stander, Exhibition Manager for SARCDA emphasises the exhibition growth and expansion during its 39 years. “The show began at the Milpark show grounds, where a few exhibitors set up folding tables to display their products. Now we offer a full-scale exhibition, hosted at Gallagher Estate. Our exhibition this year during August will total 21 000 square meters with around 500 exhibitors and will last four days. Last year 20 000 trade buyers visited the show. We hold three exhibitions during the year to meet buyer demands. SARCDA International is held during March at Gallagher, SARCDA Christmas during August also at Gallagher and then SARCDA Cape held during September at the GrandWest Casino.”
The exhibition reminds itself of its humble roots with the “Focus on Pharmacy Pavillion”. Says Stander: “They offer cholesterol screening, blood sugar and eye tests and blood pressure tests. These are extremely popular with visitors. It reminds us that we began offering gifting ideas to pharmacies and now cater to all retail sectors. Market demand for corporate gifts has also opened the show doors to large corporates, hotels and lodges. During March exhibitors offer Easter decorations to stores and malls and during August exhibitors also offer Christmas trees and decorations for retailers, shopping malls and individual stores.”
The exhibition offers many companies a unique opportunity to display their products to retail buyers, and for many the show is the only spend in their advertising and communications budget. Says Louis Pretorius owner and designer for Eccentric Imports: “We began exhibiting at SARCDA twelve years ago. We don't attend any other exhibitions and don't do any other sales or advertising promotions. Our intention is to offer a unique and exclusive product, so beyond our showroom we operate purely by word of mouth and our presence at SARCDA. I began this as a hobby as I am a labour lawyer by profession. As it grew a friend recommended we attend SARCDA and we have attended every year since. Eccentric Imports is now more than just a hobby, thanks to our participation at SARCDA! Rina Fortmann SARCDA's Executive Director, Teresia Stander and their six-member team run a professional exhibition and are very responsive to exhibitor's requests and suggestions for improvement. The show evolves every year and is a necessity if you are offering a retail orientated product.”
“The exhibition and its organisers have won numerous EXSA awards over the course of the last few years,” says Peetz. “We are proud to have such a successful exhibitionform a part of our membership. The participants rave about the show in terms of assisting them in reaching and in many instances exceeding their sales objectives. For many it is their exhibition of choice.”
The exhibition is designed purely as a trade show and the organisers are strict in maintaining its exclusivity in appealing to retail buyers. Registration requires a professional designation, company details and VAT certification. There is also pre-registration for convenience. There are no children under 16 permitted and buyers who may be on maternity leave have to leave their children at home as no babies are allowed. There is no selling off of the stands permitted and anything brought to the show is purely for display purposes. Orders are placed in bulk and delivered after the exhibition.
Says Stander: “We are a serious trade exhibition. Many members of the public would love to have a look around, but we are aware that our target market is the retail sector and so strive to maintain their goodwill by limiting and controlling access. Visitors must adhere to our rules to attend the exhibition and our continued success reflects our goals in securing quality and serious buyers for our exhibitors. Our motto is: SARCDA helps you grow your business.”
Visit our PRESS OFFICE: EXSA - The Exhibitions and Events Association of Southern Africa - was established in 1980 as a non-profit organisation. EXSA is the official and recognised Association of the exhibition industry in Southern Africa, providing credibility and status for its members. EXSA aims to both protect and promote the exhibition industry.- more....
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