12 and college students in 2010JEDDAH: In today's competitive retail environment where consumers are consistently looking for quality products and services, retailers and marketers are turning more and more to innovative schemes and promotions to attract heightened customer interest. Throughout the year different retail promotions are designed to persuade the consumer into the stores. According to industry research, "back-to-school" promotion runs that occur during August and December-January are aimed at capturing a huge market. The research showed that $55.2 billion were spent by K-12 and college students in 2010 alone, highlighting the volume of this retail sector. "Back-to-school has become a major promotional tool in the Middle East too," said Ahmed Pauwels, chief executive officer of Epoc Messe Frankfurt, German trade show and conference organizer, who is launching twin trade events Playworld Middle East and Paperworld Middle East, both of which will introduce a considerable range of 'back-to-school' products to the region. "Paperworld Middle East will feature a wide collection of school articles including drawing materials, writing instruments, folders, school bags and exercise books while Playworld Middle East will present children's lifestyle products including school furniture, clothing and accessories and sports and playground equipment. All of these products which feature heavily in the 'back to school' category are expected to be big draws for visitors to the co-located trade fairs," Pauwels said. Promotions are one of the many ways in which the retail trade tries to gain market share and convince consumers to opt for their products over a competitors. Having a wide range of products and merchandise which is new and unique to the market also helps retailers attract additional custom and trade exhibitions such as Paperworld Middle East and Playworld Middle East help retailers source these essential products. It has been found that the market for children's products is optimistic in outlook, as parents find it difficult to deny their children. Playworld Middle East, a trade platform for toys, games and children's lifestyle products is co-located with Paperworld Middle East, a business and networking event for the office and paper products industry. The events will attract a broad mixture of professional visitors from distributors and suppliers to merchandisers, manufacturers and key decision makers who work in these trades. The shows will take place at the Dubai International Convention and Exhibition Centre March 7
