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Download Why We Buy: The Science Of ShoppingBy Paco Underhill
Download Why We Buy: The Science Of ShoppingBy Paco Underhill
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Why We Buy: The Science Of ShoppingBy Paco Underhill
Download Why We Buy: The Science Of ShoppingBy Paco Underhill
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Is there a method to our madness when it comes to shopping? Hailed by the "San Francisco Chronicle" as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. "Why We Buy" is based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.
In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:
For those in retailing and marketing, "Why We Buy" is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, "Why We Buy" is a funny and sometimes disconcerting look at our favorite pastime.
- Sales Rank: #56882 in Books
- Brand: Brand: Simon n Schuster
- Published on: 2000-06-02
- Original language: English
- Number of items: 1
- Dimensions: .61" h x 5.56" w x 8.48" l, .0 pounds
- Binding: Paperback
- 256 pages
- Used Book in Good Condition
Amazon.com Review
In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires.
Underhill, whose clients include McDonald's, Starbucks, Estée Lauder, and Blockbuster, stocks Why We Buy with a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells. --Rob McDonald
From Publishers Weekly
Underhill, once a budding academic who worked on a William H. Whyte project analyzing how people use public spaces, adapted anthropological techniques to the world of retail and forged an innovative career with the consulting firm Envirosell. Since brand names and traditional advertising don't necessarily translate into sales, Underhill argues that retail design based on his company's closeAvery closeAobservation of shoppers and stores holds the key. His anecdotes contain illuminating detail. For example, since bookstore shoppers like to browse, baskets should be scattered throughout the store to make it easier for customers to carry their purchases. In clothing stores, fitting rooms are best placed closer to the men's department, because men choose based on fit, while women consider more variables. And he sprinkles in other smart suggestions: drugstores could boast a consolidated "men's health" department; computer stores, to attract women, should emphasize convenience and versatility, not size and speed; and clerks at luxury hotels should use hand-held computers to check in travelers from lobby chairs. Underhill remains skeptical about cyberspace retail, believing that Web sites can't offer the sensory stimuli, immediate gratification or social interaction available in brick-and-mortar stores. While the book does little to analyze the international, regional or ethnic dimensions of the subject, it should aid those in business while intriguing urban anthropologists, amateur and professional.
Copyright 1999 Reed Business Information, Inc.
From Library Journal
The title for this treatment of marketing research in the retail setting is misleading. Underhill, founder of the behavioral research company Envirosell, summarizes some of the firm's conclusions about the interaction between consumers and products and consumers and commercial spaces. He lays claim to the research techniques of urban anthropology, but his casual, self-congratulatory tone and loose organization make the book inappropriate for academic use. Underhill breezes through anecdotes about how observing the mundane details of shopping improves retail sales, but there is limited grounding in the framework of his "science." Given the lack of recent titles on the topic, this is recommended for large collections with an emphasis on retailing.APaula Dempsey, DePaul Univ. Lib., Chicago
Copyright 1999 Reed Business Information, Inc.
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