The seventh annual SMART Jewelry Show Chicago opened its doors today following an inspiring message from keynote speaker Paco Underhill. His session, “What Your Customers Really Want: The Science of Shopping,” taught retailers what they can do to encourage today’s savvy customers to stay longer and purchase more. The keynote address was sponsored by Synchrony Financial.
“We love getting retailers pumped up so they can head back to their stores with a surge of energy and exciting new ideas, and Paco did that and more,” said Jim Reed, director of The SMART Jewelry Show. “With his vast experience optimizing retail environments, and plenty of hands-on experience in the jewelry industry, he fits right in to this year’s ‘Big Thinker’ theme.”
Said Underhill during his session, describing the importance of being able to recognize shifts in consumer needs and behavior. “Retail is the dipstick to social change. The key is being able to react to that social change.”
Retailers attending the session were impressed.
“This man would be my favorite this year because he was new and fresh,” said Cynthia Findlay of Cynthia Findlay Antiques in Toronto, Canada. "He makes you fall in love with your business, go home and generate new approaches to improving your physical store.”
“He inspired a lot of fresh thinking that we can go back and implement,” said Alan Rodriguez of Julz by Alan Rodriguez in Canton, OH.
Underhill is the best-selling author of Why We Buy: The Science Of Shopping and What Women Want: The Science of Female Shopping along with other titles, as well as president of Envirosell, a behavioral research and consultancy he founded in 1977.
The SMART Jewelry Show runs through Monday at Chicago's Navy Pier.