Bridget Behe to Keynote IGC Show
IGC Show organizers have announced hort marketing researcher Bridget Behe of Michigan State University has signed on as Tuesday morning’s keynote — the first of three free keynotes at the IGC Show this summer — to present “Through Your Customers’ Eyes: What Science Shows They See (And Ignore!) While Shopping Your Store” Tuesday, Aug. 13, at 11 a.m. on the IGC Center Stage, located at the show entrance.
In the only keynote she’ll present to our industry this year, Behe will reveal the findings of her latest scientific studies that use state-of-the-art eye-tracking software to map the precise movement of customers’ eyes as they shop independent garden centers. IGC Show attendees will take back new display and store layout ideas they can put in place immediately to improve the shopping experience — and to register more sales.
Behe will share these, along with many other, key insights:
- Signs are especially important –Your customers need product information, and the way you present it to them is critical to getting them to buy.
- Garden center displays are also paramount –Your customers don’t look far into them before deciding what to put in their carts. Especially in large displays, your customers look at just a small percentage of the products, and they could become so overwhelmed with choices that they decide not to buy.
Behe is Professor of Horticultural Marketing at Michigan State University. She has conducted more than 100 consumer research projects on horticultural products, and has written more than 500 publications in the trade press and peer-reviewed journals.
IGC Show’s trade show, three keynotes and Wednesday’s party and concert, featuring Starship, are all free — if you register now.