Why We Buy, Updated and Revised Edition: The Science of Shopping Author: | Language: English | ISBN:
B004ZG3SCM | Format: PDF
Why We Buy, Updated and Revised Edition: The Science of Shopping Description
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty, best-selling book on our ever-evolving consumer culture-full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world's emerging markets. New material includes:
- The latest trends in online retail-what retailers are doing right and what they're doing wrong-and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.
- A guided tour of the most innovative stores, malls, and retail environments around the world-almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious S?o Paulo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing.
The new Why We Buy is an essential guide-it offers advice on how to keep your changing customers and entice new and eager ones.
- Audible Audio Edition
- Listening Length: 12 hours and 3 minutes
- Program Type: Audiobook
- Version: Unabridged
- Publisher: Blackstone Audio, Inc.
- Audible.com Release Date: May 4, 2011
- Whispersync for Voice: Ready
- Language: English
- ASIN: B004ZG3SCM
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.
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