Why We Buy: The Science of Shopping by Paco Underhill

When Underhill witnessed this in his video survey, he suggested that the store broaden the width of the island. As a result, store sales have increased significantly. Another interesting part of this book related to my life and experience is how women shop. I worked at Macy's, and I often interacted with shoppers, fast-moving shoppers, impulsive shoppers, wanderers, and shoppers who came with their spouse.

"Selling Science" Abstract As a renowned writer in New Yorker, Malcolm Gladwell wrote an article called "Shopping Science" based on Parker's research on retail anthropology. The intention of the retail store is clear. That is to persuade customers to attract customers and pursue as much as possible. We can learn a lot of knowledge about how the environment affects people's thinking. These are small details that we normally do not think about. the reason

Retail anthropologist Paco Underhill conducted a lot of research and recorded the "shopping science". Through video observations and interviews with customers, including how to talk about department stores' doors on shoes on Saturday when shoppers are busy, how often they touch items before purchasing, and how to place items on shelves, he has more than 1,000 different shopping elements I observed it. Complex ballet. If the organization understands the influence of a particular word in a particular context and can present a metaphor if possible, the influence of that communication can increase dramatically. Fast and detailed language science provides marketers with an exciting way to understand customers and communicate more effectively.

Paco Underhill, author of "Why We Buy" and marketing consultant, used his entire career to develop what is called shopping science, how shoppers' behavior and how this behavior depends on the design and store layout It is influenced by the classification. Throughout the course of research, Underhill has developed many theories about shopper's behavior. Some of these theories are "unchanging right", "bat brush", "decompression zone" and "contact". Always the theory of rights is that when entering the store, people tend to go right first. Then, the shopper does not pay attention to the commodity displayed in the entrance area or so-called "decompression area". Another aspect of observing shopper behavior by Andrhill is the "docking brush" theory. This states that shoppers either ignore or avoid items displayed in a narrow aisle, in particular those not wanting to push from behind.