Retail distribution has always been the chosen mode of distribution of goods for most of the manufacturers. Retailers are an integral part of the supply chain and are the closest to the end users. The products which are not extensively advertised rely heavily on the promotional skills of a retailer who normally don’t have any specialization in marketing of products. Leaving the fate of a product solely on the wherewithal of random retailers is not a wise decision and manufacturers are realizing this truth. An affluent producer might be able to promote his products through media and excessive banner advertisement in front of the consumers, but he would still need a platform using which he can impress the other market players. This is where trade fairs come into the picture. A trade fair not only helps in the promotion of an already well marketed product but it also gives a base to the manufacturers of newer brands that don’t have anywhere else to go. The global appeal of a well-organized trade fair can bring in never ending opportunities to a relatively unknown brand, which makes it a very bright prospect for new and ambitious traders.

Retail distribution has a very direct approach in which there is no scope for exhibiting the real value of the product. For instance, if one is selling LCD monitors full of multitude of exclusive features like USB ports and memory reader, then without explaining the functionality of these extra add-ons, he might not be able to impress the prospective buyers. On the other hand, a one time live demonstration of the same LCD monitor at a trade fair would generate a lot of interest and might even create buyers out of general public. Exhibiting at a trade fair also gives an opportunity of creating new collaborations to the manufacturers, which can further enhance their reputation. With such great promotions, a trade fair can completely transform the image of the company.

In the modern times the trade fairs have created a special place for themselves. Even though trade fair is a relatively newer concept compared to retail distribution, yet its significance in trading has increased massively in last few years. But the manufacturers realize that trade fair and retail distribution cannot completely replace each other. They are the two vital cogs of the same machinery and need to work in conjugation. Promoting a product through trade fairs and using the market buzz created by the promotional demonstrations effectively through retail ship is the ideal trading solution.