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Two weeks ago, I had the pleasure of attending my first CONEXPO, the second largest Construction trade show in the world. Occuring every three years, this year marked the biggest yet with over 130,000 attendees, 2,500 exhibitors and over 2.8M feet of space. Caterpillar alone filled 60K square feet of space and showcased over 40 products.

And while I was there to represent Cat Footwear and help in their retail store, seeing Cat’s presence at the show and the way they not only packed machines of that size in a booth, but created impactful consumer experiences made me incredibly proud to be part of such a powerful and innovative brand.

Caterpillar presented its extensive line of machines and technology and unmatched customer support through two large booth areas. In the large North Hall exhibit #10924, displays focused on excavating, grading, paving and aggregates, mining and handling. The Gold Lot exhibit (where Cat Footwear was available) featured small machines used in building construction and a large retail store operated by Cat Inc employees and licensee partners.

At a recent Cat Inc. Summit, Caterpillar discussed their new Cat Connect platform, but it wasn’t until I looked at their amazing show presence that I realized how connected they truly were.

Those who visited the show not only had the chance to see 8 new Caterpillar machines, but they also had the opportunity to feel what it’s like to operate one. Through multiple VR experiences, drone technology, simulators, and interactive digital screens consumers were truly in the driver’s seat.  And they weren’t the only ones. The common theme we saw throughout the show was the use of technology to provide solutions and ease of use for workers. Here are just a few examples of the technology that Caterpillar is bringing their customers and how technology is impacting the industry:




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In the Gold Lot, Caterpillar licensees delivered those same intersections between technology and work solutions with smartphones, truck models, apparel, and of course, footwear. Thousands of Cat brand loyalists rushed into the lot looking to buy products that embodied the Caterpillar brand. Cat Footwear had casual product for women, men, and two styles of work product available for purchase. Retail prices ranged from $100 to $150 and by the last day of the five-day show, we had sold through about 200 pairs and converted thousands of consumers that now bleed yellow.

When it was all over, I couldn’t help but feel that same pride to be a part of a brand that is pushing the limits of technology and innovation to build products that make work safer, more efficient, and more comfortable.

Courtney Frank – Marketing Manager Cat Footwear

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