Why We Buy: The Science Of Shopping Author: Paco Underhill | Language: English | ISBN:
B001QA4SY2 | Format: EPUB
Why We Buy: The Science Of Shopping Description
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail such as Internet behemoths Amazon and iTunes as well as the globalization of retail in the world’s emerging markets.
- File Size: 498 KB
- Print Length: 322 pages
- Page Numbers Source ISBN: 1441789405
- Publisher: Simon & Schuster; Upd Rev edition (December 30, 2008)
- Sold by: Simon and Schuster Digital Sales Inc
- Language: English
- ASIN: B001QA4SY2
- Text-to-Speech: Enabled
X-Ray:
- Lending: Not Enabled
- Amazon Best Sellers Rank: #32,160 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
- #2
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Research - #11
in Books > Business & Money > Marketing & Sales > Marketing > Research - #12
in Kindle Store > Kindle eBooks > Nonfiction > Politics & Social Sciences > Social Sciences > Anthropology > Cultural
- #2
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Research - #11
in Books > Business & Money > Marketing & Sales > Marketing > Research - #12
in Kindle Store > Kindle eBooks > Nonfiction > Politics & Social Sciences > Social Sciences > Anthropology > Cultural
The first four parts of this book are absolutely fascinating. It's an in depth look at the psychology of shopping and it is exactly what the title promises. Underhill's company gets paid to spy on people in stores and see what they're doing wrong and right. The gems in this book are the anecdotes and the specific revelations about how any obstacle you put in the way of a shopper drops your sales figures. Any way you can make life easier raises your sales. This all seems sort of obvious, but most people running the businesses don't think it through.
One example is the entry zone at the front of the store - you'd think that's a prime location for signage, deals, brochures, etc. But when you're headed through the door into the store you see almost nothing and stop for almost nothing, and then (in America) you tend to drift to the right and then you're 'in' the store. If you put a store directory just inside the door, nobody uses it. Move it back a bit so you can find it once you're into the store and suddenly it's heavily utilized. He has hard observational data for all these, so they're compelling in addition to being fascinating.
And of course all the bad examples are great fun to read (seniors crawling along floors trying to read labels on badly shelved medicine), as are the descriptions of how different groups shop (male vs female, old vs young, parents vs. single, etc.) The whole book is pretty much a commercial for Underhill's company, but it's still informative and fun reading.
Where the book falls down is at the end, where a chapter on the Internet is shoehorned in and a perfunctory shout out to each of Envirosell's worldwide branches is included.
Why We Buy: The Science Of Shopping Preview
Link
Please Wait...