Paco Underhill To Keynote At DSE, Vegas

Adrian J Cotterill, Editor-in-Chief

This is a real coup for the event organisers – Paco Underhill, founder and managing director of EnviroSell is going to be the keynote presenter at the conference on Thursday, February 26th (Digital Signage Expo (DSE), Interactive Technology Expo (ITE), and the Out-of-Home Network Show (OOHNS)).

Paco will be presenting “The Science of Shopping Meets the Information Age” at the Thursday Keynote Breakfast which runs 08:30-10:00 a.m…

His remarks will address how the communications revolution is, in fact, yet another social transformation that is now taking place and that will forever change shopping behavior and customer relationships. He will walk attendees through a wide variety of spaces from a consumer perspective, filling in the missing pieces between concept and execution.

Paco Underhill is of course a renowned authority on shopping behavior and for anyone we have bored when doing retail presentations 1:1 will know that we are always armed with (and highly recommend) his books – though they do tend to be a bit US centric!!!

Actually having said that, we wrote to him once and he never replied :(

In one of his (otherwise) excellent tomes (The Call Of The Mall) his view of shopping malls was far too US biased – I am sure that he didn’t realise that 3 of the largest shopping malls in the Southern Hemisphere were in Durban, South Africa (something in our letter we pointed out to him!!).

Chris Gibbs, Executive Vice President of ExpoNation, LLC, the producer of Digital Signage Expo told us “Paco Underhill is a walking encyclopedia of what works and what does not work for retail businesses. We are excited that he will be with us at DSE this February to share his insights on how digital signage and interactive technologies are transforming consumer behaviors in the marketplace, and we are pleased to be able to offer such a valuable session to our attendees.”

Oh well to hear him speak is going to be really good.

Digital Signage Expo, Interactive Technology Expo, and Out-of-Home Network Show will be co-located at the Las Vegas Convention Center for an even bigger exposition to run February 24-26, 2009.

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