Visualising Complex Technologies Through Interactive Sales Experiences
GEA is one of the world’s largest systems suppliers for the food, beverage and pharmaceutical sectors, delivering machinery, plants and advanced process technologies that improve the sustainability and efficiency of production worldwide.
With solutions used across highly specialised and regulated industries, helping customers understand complex technologies clearly — particularly in face-to-face environments — is critical.
Enabling buyer understanding through mobile, interactive experience
GEA’s Heating & Refrigeration Technologies division needed a flexible, digital way to showcase its products and services through a mobile showroom, supporting customer understanding across markets and events.
POPcomms created a series of interactive touchscreen sales experiences that allow customers to explore GEA’s technologies at their own pace, moving beyond static brochures or linear presentations.
The experience enables buyers to:
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visualise complex systems clearly
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explore solutions in context
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focus on details relevant to their specific needs
Supporting global, face-to-face engagement at scale
The mobile showroom toured extensively, visiting 19 countries, 73 cities, hosting 160 open-truck show days and attending over 100 events, including major international trade fairs.
Across thousands of customer interactions, GEA used the interactive experiences to present its heating and refrigeration technologies in a consistent, engaging way — supporting early-stage understanding while enabling meaningful, in-person conversations worldwide.
From mobile showroom to ongoing sales engagement
Following the success of the mobile tour, GEA has continued to use the interactive touchscreen experiences across regular events and trade shows, extending their value beyond the original demonstration truck.
The flexibility of the solution allows GEA teams to transition seamlessly between mobile and fixed event environments, while maintaining a consistent experience for customers.
Flexibility, control and insight for GEA teams
GEA teams have full control over their content, allowing them to tailor experiences to different audiences, events and contexts. Access to analytics provides valuable insight into how customers interact with content, helping inform future engagement.
We love the ability to zoom in and show details that can’t be conveyed with a brochure. The interactive map is far more engaging than a static PDF, and sending materials directly from the booth to customers is invaluable.
