Do You Know What Your Customers Want?
Now that I’ve caught my breath from the IGC Show, which took place Aug. 13-15, at Lakeside | McCormick in downtown Chicago, it’s time to follow up and reflect.
For me, one of the most notable presentations was from Bridget Behe, who presented the keynote “Through Your Customers’ Eyes: What Science Shows They See (and Ignore!) While Shopping Your Store.”
Behe, professor of Horticultural Marketing at Michigan State University, used eye-tracking research to show where exactly customers’ eyes go when looking at a display at an IGC, how long they linger and how that data translates into a purchase.
She stressed the importance of signage — and not only the presence of signage, but how and what information these signs need to have in order to translate to a purchase. She said that IGCs should stop putting the focus on price; instead, emphasize the benefits offered. She also suggested putting images of people on the signs — this can translate to customers imagining themselves using the product.
Did you attend the IGC Show? What caught your attention? Send me a note to [email protected].
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