GLTE retail education focuses on ‘customer connection’

The retail education sessions on Jan. 10—the opening day of Great Lakes Trade Expo in Grand Rapids, Mich.—focused on customer connection. Bridget Behe, professor of horticulture marketing at Michigan State University, presented two talks: “You’re Going to Do What With That? Research-based Perspectives on Consumers and their Perceptions of the Environment” and “Does Social Marketing Make Me More Relevant?”

In her first talk, Behe emphasized that consumer perceptions of “sustainability” and “eco-friendly” span the spectrum. There is no single definition of sustainability, and the adoption of eco-friendly practices vary greatly—even among plant consumers. Behe encouraged retailers to find opportunities to “show and tell” about their sustainable business practices.

Behe’s second presentation tackled the timely topic of social media. At its essence, Behe said, social media is a new way to create positive word-of-mouth. The conversation must be monitored and, at times, managed. Click here to learn more of Behe’s strategies for social media.

Great Lakes Trade Exposition produced by Michigan Nursery & Landscape Association and Michigan Turfgrass Foundation, attracted more than 7,000 participants during its three day run, Jan. 10-12 in Grand Rapids, Mich.