Highlights from London Trade Shows

Spring seems to be busy from a trade show perspective, and this year was no exception. May brought not one, not two, but three enlightening events in London. AdvantageCS team members Philippe van Mastrigt and Philippe Rowland attended; here are their insights and key takeaways. 

Spring Retail Festival: SubscriptionX  

We were excited to sponsor SubscriptionX, billed as the "largest event in Europe for businesses looking to scale, sustain and conquer subscription-based selling.” Indeed, its large scale provided an excellent platform for both learning and networking. 

Event programming was divided into two tracks: Acquisition & Retention and Growth. The Growth track featured several inspiring success stories from companies like Perky Blenders (a coffee retailer) and Gousto (a meal delivery service). Company leaders spoke about strategies such as building community and offering simple, yet personalized options to build loyal customer bases.  

We also attended roundtable sessions on the evolving subscription economy, one of which explored data garnered from a recent consumer survey. A few noteworthy points: 

• Demographics: 57% of people have at least one subscription. Younger generations, particularly Millennials and Gen Z, are leading the way. 

• Popular Categories: Subscriptions for music, video, and even clothing are on the rise—clothing subscriptions, in particular, have seen remarkable growth (20%). 

• Value-driven Model: The mantra is clear: don't just sell tech—sell the service, experience, and values behind it, such as sustainability or convenience. 

Another interesting session focused on the “Retention Paradox” – the idea that making it easy for customers to cancel or pause their subscriptions can actually lead to higher retention. By tracking cancellation reasons and anticipating risk through AI, companies can proactively offer counter-proposals that keep customers engaged. Some cancellations can be avoided altogether with simple tweaks, like offering the option to pause deliveries or adjust frequency. 

As an exhibitor, we also had the opportunity to connect with a wide variety of colleagues. Philippe and Philippe had several interesting conversations and 1:1 appointments, which allowed for deep engagement.  

Flashes & Flames: Monetizing B2B Conference  

This brand-new event sold out, indicating high interest in the subject of B2B growth strategies. The conference brought together over 100 companies and focused on two areas: information and events. 

Mark Kelsey, CEO of LexisNexis Risk Solutions, set the stage by detailing RELX’s journey from a traditional B2B magazine group to a global data powerhouse. His insights underscored the importance of strategic divestments and acquisitions in driving growth and adapting to market changes. Subsequent sessions explored concepts such as using proprietary data to generate new revenue streams and AI to enhance customer experiences and to improve operational efficiency. 

Events were also a hot topic. With high profit margins, they present a plethora of opportunities for B2B leaders. A panel discussion highlighted the shift towards hybrid models and the integration of digital tools to enhance attendee engagement.

Press Gazette's Media 100 Network 

Finally, Philippe van Mastrigt attended an exclusive breakfast hosted by Press Gazette. The forum, which we were proud to sponsor, brought together thought leaders from leading UK publications, such as The Independent and The Telegraph.  

In conjunction with networking, the main event was a sit-down with Katie Palisoul, General Manager, U.K. at POLITICO. The interview covered a range of topics, including revenue streams and opportunities. For example, newsletters are an important vehicle for POLITICO and represent a major opportunity for publishers. Their daily Playbook delivers must-know news via email and podcasts to a massive audience. At POLITICO, content is king; the team prides itself on providing high-quality journalism with a strong specialization in the political scene. 

All in all, our time in London was both energizing and thought-provoking. But trade show season isn’t over yet! We’re heading to a few more events this month. Watch this space for recaps.