NNFA Northwest Region

PACO UNDERHILL TO ILLUSTRATE "WHY WE BUY" AT NATURAL PRODUCTS NORTHWEST 2000

Paco Underhill, best-selling author of Why We Buy: The Science of Shopping, will be the Saturday keynote speaker at Natural Products Northwest 2000 in Bellevue, Washington on September 9. Presented by the National Nutritional Foods Association Northwest Region, Underhill’s seminar will draw on his research over 20 years on how shoppers interact with stores and the geometry that, as he puts it, "rules the shopping universe".

As founder and Managing Director of Envirosell, a New York-based behavioral market research and consulting company, Underhill has developed what some style "retail anthropology". Using detailed observation, customer tracking and video, Underhill has cataloged over 900 aspects of interaction between the shopper and the store. These vary from how people enter (the "human downshift period") and walk through the store (most of them turn to the right) to how they react to the size and layout of aisles (beware of "butt-brush"). Retailers attending the seminar will learn about conversion rates, or how to change shoppers into buyers, as well as how to make signage and merchandising more effective.

"This is one seminar that should be attended by every retailer and supplier at our show," commented Kathy Constantine, executive director of NNFA-NW. "Paco Underhill’s insights can help them become more competitive and more successful at helping customers find and buy the products they need."

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