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The ProWein Düsseldorf offers, with the newly developed system Insights to Action (I2A), as the first international trade fair, a data-driven digital service for a more efficient trade fair visit. According to a statement from Messe Düsseldorf, I2A allows for targeted orientation and contacts instead of an information overload. It helps visitors find, compare, and schedule appointments with relevant exhibitors and products more quickly before the event. During the fair, it is supposed to allow for better orientation along with digital notes. This information later serves to process contacts and thus supports faster decision-making for professionals.
I2A was developed based on a scientific analysis of the decision-making behavior of B2B wine buyers. For this, Kerstin Houf, Senior Project Manager of ProWein, collected data from trade visitors at wine fairs for her master's thesis at the University of Burgenland. The core of the investigation was the question of how visitors prepare for the fair, which information is actually relevant for their decisions, and what criteria they use to select exhibitors and products. The findings directly contributed to the further development of the digital ProWein services, as Houf explains: "My analysis showed how important clear structures and relevant content are for informed decisions. That is exactly what I2A implements: Trade visitors find what they need faster, and exhibitors become visible where purchasing decisions are made."
The ProWein Düsseldorf will take place from March 15 to 17, 2026.
(al; Image: Andreas Wiese)
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