This desirability to do business online from a UK perspective has inevitably led to a noticeable drop in attendance of exhibitions and trade shows throughout the UK, with potential visitors to trade shows and exhibitions looking to digital means of doing business. In contrast, European trade shows and events seem to be going from strength to strength.

But why is there such a clear divide between the UK and Europe in how we conduct business?

As a recent survey by Deloitte Consulting, entitled ‘Understanding Your Customer's Customer' demonstrates, the argument lies in the fact that most European businesses prefer to do business face-to-face simply because they don't trust the Internet as a means of doing business. 

The Deloitte survey illustrates this trend with the fact that only 6% of Europeans surveyed said that they used the Internet on a regular basis to do business, compared to 84% who said that they choose to do business face-to-face at exhibitions and trade shows.

Although the level of Europeans conducting business online is low, it is expected to change within the next five years as 49% more businesses are predicted to use the internet for business. The UK will still lead, however, with a 52% rise expected.

Four out of 10 European consumers surveyed also said that they'd lose trust if remote online technology was the only facility available to do business, believing that the opportunity to be ripped off with no comeback available was a very real possibility. This data clearly shows that many businesses will have to continue to maintain or create multiple business entry points with their customers to ensure strong and lasting relationships.

Fear of the faceless company is a very real fact of business life these days especially in Europe where face-to-face contact is still considered an important means of conducting business and developing relationships.

The UK clearly has an advanced Internet business culture, but it is important that as an industry we don't lose sight of the value of face-to-face contact. Opportunities to be gleaned from exhibitions such as Trade Only, PROMOTA, Printwear & Promotion, PME and NIS are numerous and include invaluable seminar sessions on current and future predicted hot industry topics.

These face-to-face events provide invaluable opportunities to conduct business, build relationships and act as a conduit for learning.

Gordon Glenister, BPMA Director General

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