Retail strategies are traditionally built on a shaky foundation: what customers say they want. Whether through surveys, focus groups, or feedback forms, brands invest millions into capturing customer intent. The problem? Human behavior rarely follows the script.
This Friday, April 24th, at the iMedia Retail Summit Australia, we are diving deep into this disconnect.
Behamics’ own Brooke Eichhorn (Country Manager) is joining forces with Johan Nyberg (Chief Digital & eCommerce Officer at Elite Supplements) for a Quickfire Session: The Psychology of Profit: What Customers Do vs. What They Say.
The Problem: The “Say-Do Gap”
In the world of behavioral science, we call this the “Say-Do Gap.” It’s the space between a customer’s stated intention (“I want to buy healthier snacks”) and their actual behavior (buying the chocolate bar at the eye-level checkout).
When retailers optimize only for what customers claim they will do, they miss the invisible forces actually driving the transaction.
Beyond Traditional Research
During the session, Brooke and Johan will explore the behavioral patterns that sit beneath both profitable and unprofitable purchases. Drawing on the latest behavioral science, they will examine how:
- Cognitive Bias: How mental shortcuts lead to unexpected “decisions” at the point of sale.
- Habit Loop: Why routine often overrides brand loyalty or price sensitivity.
- Uncertainty: How small friction points create enough doubt to kill a conversion, even when the customer “intends” to buy.
From Insights to Outcomes
This isn’t just an academic exercise—it’s a commercial necessity. Better commercial outcomes don’t come from better surveys; they come from a deeper understanding of how people actually behave in the wild.
If you are attending the summit, join us to challenge the status quo of retail insight and learn how to build a strategy that accounts for the messy, irrational, and fascinating reality of human behavior.
Join the Session:
- Topic: The Psychology of Profit: What Customers Do vs. What They Say
- Speakers: Brooke Eichhorn (Behamics) & Johan Nyberg (Elite Supplements)
- When: Friday, April 24th
- Time: 12:20 CEST
Can’t make it to the summit? Follow Behamics on LinkedIn for live updates and key takeaways from the event.
