DR. BRIDGET BEHE OF MICHIGAN STATE UNIVERSITY THROUGH YOUR CUSTOMERS’ EYES: WHAT SCIENCE SHOWS THEY SEE (AND IGNORE!) WHILE SHOPPING YOUR STORE TUESDAY, AUGUST 13, 11 AM, IGC CENTER STAGE – LOCATED AT SHOW ENTRANCE The latest eye-tracking research shows what your customers see - and ignore! - while shopping your independent garden center. Dr. Bridget Behe, Professor of Horticultural Marketing at Michigan State University, has conducted more than 100 consumer research projects and has written more than 500 publications in the trade press and peer-reviewed journals. Now, in the only keynote she’ll present to our industry this year – Dr. Behe is bringing her latest consumer research revelations to you at the IGC Show this summer. Did you know that eye movement is the fastest of the human body, and the vast majority of information that reaches the consumer brain starts with the eyes? In fact, our brains are so efficient that they take shortcuts to save time and energy - which, for IGC retailers, means: What goes unseen goes unsold!  During this eye-opening keynote, you’ll get a fascinating look at your customers’ perspectives as they shop your store. Science shows, from the moment they drive by your garden center until they walk out with their purchases, your customers are highly selective about what they look at and how they move through the shopping experience. The good news is, you can guide that experience. Signs are especially important - your customers need product information, and the way you present it to them is critical to getting them to make the purchase. Garden center displays are also paramount - your customers don’t look far into before deciding what to put in their carts. Especially in large displays, your customers look at only a small percentage of the products shown, and they could become so overwhelmed with choices that they decide not to buy. Don’t go there! Dr. Behe will share her research findings, and send you back to your store with ideas you can put in place immediately to improve the shopping experience for your customers and register more sales. Tuesday, August 13, 11 am, IGC Show Center Stage
BACK TO KEYNOTES Eye ‘Heat’  Display THIS IS AN ARCHIVE OF THE IGC SHOW ’19 WEBSITE. LOOK FOR OUR NEW 2020 SITE SOON.
DR. BRIDGET BEHE OF MICHIGAN STATE UNIVERSITY THROUGH YOUR CUSTOMERS’ EYES: WHAT SCIENCE SHOWS THEY SEE (AND IGNORE!) WHILE SHOPPING YOUR STORE TUESDAY, AUGUST 13, 11 AM, IGC CENTER STAGE – LOCATED AT SHOW ENTRANCE
The latest eye-tracking research shows what your customers see - and ignore! - while shopping your independent garden center. Dr. Bridget Behe, Professor of Horticultural Marketing at Michigan State University, has conducted more than 100 consumer research projects and has written more than 500 publications in the trade press and peer- reviewed journals. Now, in the only keynote she’ll present to our industry this year – Dr. Behe is bringing her latest consumer research revelations to you at the IGC Show this summer. Did you know that eye movement is the fastest of the human body, and the vast majority of information that reaches the consumer brain starts with the eyes? In fact, our brains are so efficient that they take shortcuts to save time and energy - which, for IGC retailers, means: What goes unseen goes unsold!  During this eye- opening keynote, you’ll get a fascinating look at your customers’ perspectives as they shop your store. Science shows, from the moment they drive by your garden center until they walk out with their purchases, your customers are highly selective about what they look at and how they move through the shopping experience. The good news is, you can guide that experience. Signs are especially important - your customers need product information, and the way you present it to them is critical to getting them to make the purchase. Garden center displays are also paramount - your customers don’t look far into before deciding what to put in their carts. Especially in large displays, your customers look at only a small percentage of the products shown, and they could become so overwhelmed with choices that they decide not to buy. Don’t go there! Dr. Behe will share her research findings, and send you back to your store with ideas you can put in place immediately to improve the shopping experience for your customers and register more sales. Tuesday, August 13, 11 am, IGC Center Stage
BACK TO KEYNOTES Eye ‘Heat’  Display THIS IS AN ARCHIVE OF THE IGC SHOW ’19 WEBSITE. LOOK FOR OUR NEW 2020 SITE SOON.
Lakeside | McCormick Chicago, IL USA
AUGUST 11-13, 2020
Lakeside | McCormick  Chicago, IL USA
AUGUST 11-13, 2020   #IGCSHOW
MENU