About Chris

Gray's Furniture & Boutique

Hello! I'm Chris.

I help companies engage more effectively with their most valuable customers to create sustainable growth. 

I’ve been a leading expert in the psychology of shopping for two decades. Along the way, I’ve helped many of the world’s most admired brands apply real-world psychology to attract, engage, and motivate consumers to buy, including

The North Face, Adidas, Coca-Cola, Nestle, Walmart, P&G, PepsiCo, Wendy’s, Olive Garden, LG, Elizabeth ArdenNovartis, and many others.

I grew up with community retail. 

My fascination with retail began as a small-town kid growing up in my family’s furniture store, where I helped with deliveries, sales, displays, marketing, cleaning bathrooms, and just about every other job there is. My hard-working parents were the first to teach me the importance of trust, empathy, and adapting to your customers' needs as the basis for successful retail. And, I'm very proud to say that Gray's Furniture & Boutique is still going strong today. Stop by for a tour of this gorgeous building if you find yourself in Central Michigan!   


Gray's Furniture & Boutique 

"Inspired living since 1974"

An uncommon path, a unique perspective 

I didn't intend to be a retail expert. I completed my doctorate in psychology and worked in the mental health field before finally deciding to pursue my passion for retail. I took all I had learned and began charting my own unique path in the marketing world, helping companies grow by communicating and connecting more effectively with their shoppers through branding, marketing, and design based in real-world psychology.  


After years at large agencies, such as Accenture and Saatchi & Saatchi, I founded Buycology to offer my knowledge and expertise to a broader range of clients — including small businesses, brands, and retailers.

Let's put my expertise to work for you!

Over the last two decades, I have interviewed, observed, and profiled thousands of shoppers across a wide range of product categories. I have a deep understanding of the underlying factors that influence purchase behavior, and I have worked closely with my clients to create winning strategies for attracting, engaging, and motivating shoppers to buy. 

I have interviewed thousands of shoppers

to understand their

needs and desires. 

How can I help you?

A few of the brands I've had the pleasure to work with:

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Real-World Psychology for Game-Changing Retail

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