Why We Buy: The Science Of Shopping | Paco Underhill | Excellent read for Retail or Marketing...

Why We Buy: The Science Of Shopping | Paco Underhill | The Ultimate Guide to Understanding for Retailers Who Want to Better Understand In-Store Consumer Behavior

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Why We Buy: The Sc...

	Why We Buy: The Science Of Shopping Paco Underhill Simon & Schuster, 2000 - 256 pages average customer review:based on 147 reviews view larger image
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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:

How a well-placed shopping basket can turn a small purchase into a significant sale

What the "butt-brush factor" is and how it can make sales plummet

How working women have altered the way supermarkets are designed

How the "boomerang effect" makes product placement ever more challenging

What kinds of signage and packaging turn browsers into buyers

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.

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Excellent read for Retail or Marketing Professionals

This is a witty, easy-to-read book full of insights into how shopper behave in stores. It'll get you thinking from the customer's point of view and give you a framework for innovating on the retail experience. A must read for retail and marketing professionals. I definitely recommend it.

The Ultimate Guide to Understanding for Retailers Who Want to Better Understand In-Store Consumer Behavior

From store layout and design to how and why your customers behave the way they do in your store, this book reveals a ton of information that you can use to increase your sales.

It also gives you advice on what changes you can make to help you make the buying experience easier and faster for your customers.

In my marketing consulting practice I concentrate on "guerrilla marketing" strategies that retailers can use to quickly, easily and inexpensively increase their sales and reading this book is one of the ways. I recommend it to all my clients.

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An eye-opening read for this consumer

I would think that most retailers could learn a huge amount about maximizing profits from this book. It was an eye-opening read for me. I am almost sorry that I am not a retailer so that I can't use this information. I wonder if the author has done any writing for professional journals. As others have noted, there isn't enough information on technique for anyone to really critique his methods. Still, though, that would be important mainly for an academician. The ideas themselves are what would be important to a retailer.

Its a good question to ask from evry customer

I had never thought upon this until I got this book in my hand.
The information given in the book is based on practical studies conducted in different retail shops, departmental stores. Data gathered has been analyzed thoroughly and findings put in the book. The stuff is kind of hilarious and mind boggling. While you are reading the book you will take some time to think ..Is Paco talking about me?
Paco for instance, discusses the implication of the trolley/baskets on the shopping experience, what happens if your shelves are oriented at an angle of 45 versus 90, what is the sales boost in having a merchandise displayed at the entry of the store versus in some middle section, A kid coming with his/her father is a better customer versus when he/she coming with mother and so on.
Paco has touched base on very common things which can significantly change the shopping and sales.

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Good book

I haven't finished reading this book, but have picked up some good ideas so far.

reviews: page 1, 2, 3, 4, 5, 6, 7, 8, 9, 10

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