New tech for non-attendees

See what’s in store

The blurring of the online and offline worlds continues at a frenetic pace.  The latest innovation to capture our attention is GoInStore, an application developed for retail that could have equal impact in the trade-show space.

GoInStore has been developed to allow consumers to access store staff remotely.  With a direct VOIP link, the store staff can talk to the customer online, whilst walking around the store, browsing the products and answering questions.  This same smart-tech has a clever algorithm for matching the right store assistant for the question the consumer has. This could allow non-attendees at a trade-show (like people who can’t afford the time out of the office or the expense) to access booth staff, like product demonstrators, remotely in real-time.

The booth staff can wear Google glasses and provide real-time demonstrations of products and services being show-cased. All the remote attendee needs is broadband, one of the popular browsers and the micro and sound activated on their PC or smartphone… and ask away.

Until now, the idea that non-attendees could experience much beyond getting the regular newsfeeds from a show organiser’s event website has been wishful thinking. However, the explosion of connectivity and the consumers’ increasing comfort with real-time chats when browsing sites, makes GoInStore the next logical step towards a more human touch in web-based engagement.

OK, a real-time remote product demo may never replace the glamour of visiting Barcelona during Mobile World Congress or the year round circuit of shows hosted along the Côte d’Azur or in the shadow of Mardi Gras, however, these technologies have their place. And if we consider Samsung has launched the VR Gear headsets at a very affordable price point, and Nokia has launched a camera for 360° recording, really how long before truly immersive experiences are common place.

Surely, give it time and the organisers will be charging for both the real-estate at the show and the virtual-space. 


Andrew Reid, Director Corporate Strategy at Shelton Fleming, a creative agency that produces live events which transform how you see the wider-world, business and brands. We do this by designing intelligent, personalized experiences for global brands.

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