-By Susan Corwin

Susan Corwin joined George Little Management (GLM) after the company's buy-out of National Fairs, Inc., in 1986 and was named Show Manager of The Gourmet Show that year. Later, as a GLM vice president, she managed their Northern California office until it was incorporated with GLM's headquarters in White Plains, N.Y.

She has been a member of the San Francisco Convention & Visitors Bureau, serving on their Convention Sales Committee; she is past president of the Northern California Chapter of the International Association of Expositions & Events (IAEE); she chaired the national organization's Program Committee, and is a past member of their Long-Range Planning Committee. Corwin currently serves on the board of directors of IAEE's Services, Inc. She has been awarded the CEM (Certified Exposition Manager) designation through IAEE.

Additionally, Corwin also represented GLM on the Executive Committee of Gift For Life, a gift, stationery and tabletop industry-wide research fund-raising group affiliated with the American Foundation for AIDS Research.

Q. With the growth of the Internet and regional trade shows, and the high cost of travel today, how do you see the future of trade shows (of any kind) as a venue for retailers to source and/or order products?
A. I think at one time we were deeply concerned about the real competition from the Internet as a means of reaching our ultimate audience, the consumer. However, it seems to me that with our increasing technology, we are finding even a stronger need for people to meet face-to-face when it comes to finding product, styles, trends -- the hottest new items, if you will -- at consumer-related trade shows. There is still an overriding need to see and feel products, giving those attending shows like ours something tangible, which the Internet is unable to do. Retailers are taking the initiative to educate themselves as to which events will most clearly meet their overall objectives and attending those that meet their specific and specialized needs.

I firmly believe that trade shows, and the Gourmet Show in particular, continue to provide the best opportunity for manufacturers and retailers to meet one-on-one to get firsthand product information and sell-through techniques in a focused business environment. For manufacturers, trade shows provide them with an invaluable marketing tool because of the immediacy of feedback from their customer base.

Q. What trends do you see in the kitchenware arena?
A. We've definitely seen the 'greening' of the kitchen with the introduction of products that are made from sustainable resources and that can reduce energy consumption in their production as well as their usage. Serious home cooks are interested in and buying restaurant-quality tools and cookware; and the cooking shows on television provide great presentation and home entertaining ideas.

Q. What do you see in the future for the survival of independent kitchenware retailers?
A. Independent retailers have an advantage with their own autonomy. They can showcase products in a manner they know will best appeal to their own customer base. Independent retailers are able to provide creative ideas for the consumer and incorporate into their displays and demonstrations multiple uses for products. They are able to more effectively cross-merchandise products and explain to customers how products can work together in ways that the customer may not have considered.

They have a lot of strength in this ability and in their overall customer service. By providing an intelligent, well-trained staff that is focused on the gourmet cook's needs, they can give the impeccable service that is lacking in the mass market today.

Q. What do you feel are the two or three biggest challenges for kitchenware retailers?
A. There are many challenges ahead. It's essential that retailers focus on educating their customers to the fact that they are the local destination for solutions for the home cook. By keeping their displays innovative, offering creative cooking classes and designing special store events, kitchenware retailers can set themselves apart from mass merchandisers.

Still, even with the best in-store promotions, retailers need to get customers into the store. Designing marketing materials around key market trends, letting the local market know they are the location for fresh new products and design trends that will keep them ahead of the game and help to differentiate themselves from the competition. Differentiation in marketing, inventory and service is essential in today's challenging retail environment.

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