Future of garden centres in hands of ?new shopper?

Leading consumer and shopper behaviourist Ken Hughes will be speaking at the 2016 Garden Centre Association?s (GCA) annual conference next week (January 24 until 27) to talk about the customer of the future.

Ken blends expertise in consumer psychology, social anthropology, behavioural economics and neuromarketing to answer the question: Why do shoppers buy and how can we make them buy more?

He says: ?The digital native of today is 35, has children and a garden. These are not pre-family urbanites and they make up more and more of a garden centre?s core target every day.

?Using a blend of social, cultural and digital anthropology, retail futurology and global consumer behaviour shifts, it?s time to examine where things could be heading. If your shopper DNA is changing, don?t you think it makes sense to examine this new blueprint to truly understand the implications to your business??

Ken, who is the CEO of Glacier Consulting, is acknowledged as one of the most respected thought leaders on shopper marketing and shopper centricity.

Iain Wylie, Chief Executive of the GCA, said: ?We?re delighted Ken is joining us at this year?s conference.

?How humans express their desires and expectations through how and what we buy has become his sole focus, resulting in his agency advising a global client base of some of the world?s biggest brands – Unilever, 3M, IKEA, Coca-Cola, AXA and Heineken to name a few.

?He is famous for his inspiring keynote speeches, which he delivers in a captivating and highly energetic manner, all served with a generous helping of Irish wit!?

The GCA?s annual conference will be held at The Grand Hotel in Brighton from January 24 until 27, 2016. More than 300 delegates are expected to attend the event.

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