IGC Show 2019 announces first of three keynotes

CHICAGO – IGC Show organizers announced horticultural marketing researcher Dr. Bridget Behe of Michigan State University as the first of three free keynotes at the IGC Show this summer. She will present, “Through Your Customers’ Eyes: What Science Shows They See (And Ignore!) While Shopping Your Store,” at 11 a.m. Aug. 13, 2019, on the IGC Center Stage, located at the show entrance.

ALSO READ: Garden Center magazine's October cover story, featuring interviews with Drs. Bridget Behe and Hayk Khachatryan about their research - Using science to sell: Results from research using eye-tracking technology reveal which plant benefits matter most to consumers and how independent garden centers can better merchandise their selection.

Dr. 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. She will share these key insights, along with many other:

• 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.

Dr. 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. For more information, visit www.IGCShow.com/register-a.htm