Initiative aims to unify its physical and digital assets to better serve buyers and exhibitors
HIGH POINT — International Market Centers, the owners and operators of trade show space in High Point, Las Vegas and Atlanta, today announced a rebranding initiative that seeks to better align its physical showroom presence with its Juniper digital market offerings.
The new brand is called Andmore, which represents the culmination of a yearlong effort to “redefine the company’s vision and align all its channels under a single brand experience.” The result, officials said, will offer “more ways to seamlessly connect wholesale buyers and sellers through physical and digital platforms,” thus providing a true omnichannel market experience.
The name itself was among an initial 300 names that IMC officials eventually pared down to 10 finalists. Replacing the IMC and Juniper monikers, AndMore describes an omnichannel market experience that touches more buyers, more sellers, offering more tools, more data, more business insights, more places to do business and more convenience.
“So we know that the better we can deliver more, the more we can live into our value proposition to our customers,” said Karen Olson, executive vice president and chief marketing officer. “So we are evolving from IMC and Juniper by IMC into a single brand that fully embraces our omnichannel offerings going forward.”
Officials said the new branding represents not just a new corporate identity, but also an overreaching strategy that aims to reduce various challenges for buyers in particular, by improving the overall market experience, ranging from how to plan their market visit to their follow-up with various vendors.
“Today marks an important milestone as we embark on a new era for our company,” said Bob Maricich, AndMore CEO. “AndMore captures our spirit of innovation and focus on doing more to support our customers by enhancing and extending the value of our physical markets for both buyers and sellers across the furniture, home décor, gift and apparel industries.”
Officials said that the first major product introduction under the new brand name is a buyer mobile app that launched Tuesday, June 13, in preparation for the summer Atlanta and Las Vegas markets. The @Market app includes market planning tools, a personal QR code for quick badge pick-up and the ability to capture and organize images with notes and helpful tips for buyers to make the most of their time at market. In addition, it offers a post-market recap for follow-up and ordering.
The brand also is represented on a new website, www.andmore.com, as well as on company emails and business cards. Visitors to the summer Atlanta and Las Vegas Markets also will see it displayed in different locations throughout the markets, including staff shirt logos, directional signage and interactive displays. While it is not replacing the names of individual markets, it will be incorporated with physical market branding, meaning the AndMore branding will be affiliated with the names of the various markets.
“AndMore is more than a name or a brand,” Maricich said. “It is both a promise and a challenge that gives us the space and flexibility to continue and find new ways to provide exceptional value to our partners and customers.”