Good customer relations are essential for successful cooperation. After a year of canceled trade shows due to the pandemic, Interroll is coming to its European customers to meet them in person – at their own sites and in a safe environment.
Close, reliable partnerships have always been a top priority for Interroll. But how can you maintain good relationships when a global pandemic brings everything to a standstill? When trade shows and events are canceled, and travel and customer visits highly restricted? Despite this situation, we wanted to continue fostering our relationships with customers and show them that Interroll is there for them. We determined that the best way to communicate with customers under these exceptional circumstances was to mount a special road show and present Interroll directly at their sites. The mobile exhibition includes a multimedia show, interactive elements and an extensive product exhibition. The show truck offers a wide range of inspiring content over 80 square meters (861 square feet). The truck includes an inflatable conference room 17 meters (56 feet) in diameter and five meters (26 feet) high for additional discussions in a cafeteria environment. The round meeting tent in the characteristic Interroll yellow has a similar appearance to Interroll’s main factories. This was a key aspect of our brand communication.
The show is also intended to highlight Interroll’s concerted efforts to connect in a year in which people faced bans on large indoor venues such as theaters, cinemas and concerts. The emotions evoked by Interroll’s on-site event are unique and long-lasting.
The second driving force for the campaign is, of course, the opportunity for personal consultations. The road show is not intended to be an innovation showcase – our customers already know us and our products. They know who we are and what we stand for. But they aren’t always aware of everything we can do for them. We’re not just about individual components; we’re also about solutions and a shared understanding. Above all, we want to show them how our solutions operate in an actual environment, and we do so on the road trip with the help of a surround-screen installation with a state-of-the-art sound system. Customers in the truck virtually experience a real warehouse and feel as though they’re actually there.
The road show team has already made numerous stops and will eventually cover around 40 locations in Spain, Italy, France, Germany, Denmark, Finland, Sweden, Switzerland, Austria, Luxembourg and the Netherlands. In addition to the customer events that are supported by local Interroll sales units, we make public stops and university visits, where we present ourselves to talented young people as an attractive employer.
A conventional road show is a logistical challenge in its own right, but mounting one at the height of the coronavirus pandemic seemed like an impossible task. We adhere, of course, to maximum hygiene practices and all the lockdown conditions of the various countries and regions. But catering has been challenging. When the road show kicked off, the rules in most places had a complete ban on catering, and restaurants were closed. As a result, we served the kind of food that astronauts eat in their space shuttles.
The road show demonstrates what Interroll is prepared to do preserve its close customer relationships. The response has been extraordinarily positive. As a result, we plan to continue with the concept, which allows us to optimize our professional consulting.
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