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GRASS focuses on new distribution strategies
GRASS, one of the world's leading movement system specialists, will not be exhibiting at interzum 2023. The company wishes to emphasise that its non-participation at interzum is not intended as a statement against the format of trade fairs in general or the Cologne fair in particular. Rather, this decision is linked to a desire to blaze new trails and establish new distribution channels and customer contact points, while also making courageous decisions.


The Experience Centre in Hohenems

GRASS wants to address its customers in a targeted manner by making the best use of its new customer centre in Hohenems. In autumn 2021, the company opened its new headquarters in Hohenems, Austria, with the largest investment in its history. This includes not only a state-of-the-art logistics centre with new administrative space, but also an Experience Centre, which is spread over more than 500 square metres on two floors.

"For us, this centre represents a huge step forward," said Andreas Marosch, Head of Marketing at GRASS. "We have created a place where we can present our products in an optimal way. In this context, we at GRASS have decided not to participate in interzum 2023 in Cologne. Instead of taking part in the trade fair, we set ourselves the goal of experimenting with new formats, trying out alternative distribution channels, making the best use of the customer centre: in short, to be as innovative in customer contact as you are in new product development."

New distribution channels

2023 will therefore be the year when GRASS will adopt new distribution channels, further strengthened by the recent arrival of Ralf Priefer as the new sales manager for Germany and France.

Andreas Marosch explains how two factors intervened recently: firstly, during the pandemic, it became apparent that it is possible to get in touch with one's customers and potential customers even beyond the limited period of the trade fair, and that one is often able to converse in more detail.

"The second point,' adds Marosch, 'is of course the Experience Centre. If we have such a modern and architecturally beautiful presentation opportunity, why shouldn't we use it? Whether Grass will participate in trade fairs in the future will be decided quietly once we have drawn the first conclusions from our new paths.

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