In Why We Buy, Paco Underhill explains how retailers can best construct the physical environment to help shoppers. His insights come from decades runnIn Why We Buy, Paco Underhill explains how retailers can best construct the physical environment to help shoppers. His insights come from decades running a consulting firm that observes, records, and interviews shoppers to understand their habits, preferences, and buying decisions.
As this was first written in 1997 (and updated in 2007), the main insights of the book have already gone mainstream, influentially through Lululemon, who adopted Underhill's teachings.
The basic ideas of the book are: - Convenience and ease matters. (Shoppers may realize they need a cart or bin mid-way through the shopping experience, make that easy.) - Layout matters. (If things are too tight and people are "butt-brushed" when someone needs to get by them, they are more likely to leave.) - Product placement matters. (Elderly people prefer not to be rushed or crowded; items for toddlers should be at their eye level, whether on the ground or in the cart-seat. People want to see what clothing looks like, put outfits on mannequins.) - Signage matters. (Can people see what they need, when they need it? Can you make the signage fun and informative? Can it even be a break in monotony when waiting in line?) - (Perceived) Wait time matters. (Can you set an expectation that checkout will be quick, and then keep that promise?) - Different groups of people have different needs and preferences. (Men, women, children, and the elderly all want different things.) - Shoppers need to demo the product. (Let people see, touch, and smell. The world is moving to "open shopping" where shoppers can try things themselves and not rely on an expert behind the counter to advise them.) - Fitting rooms are an underutilized buying tool. (Make sure people look their best when trying something on. Get the lighting, details, and level of support right.)
This book is worth a read to make the experience of shopping, browsing, and generally experiencing the retail experience more interesting....more
A harrowing account of a daughter's attempt to keep her mother happy as she tries to vicariously achieve her mother's dreams—being an actress.
This stoA harrowing account of a daughter's attempt to keep her mother happy as she tries to vicariously achieve her mother's dreams—being an actress.
This story chronicles the subtle and not-so-subtle abuse by the mother, the psychological trauma of a child who only knows this kind of parenting (and loves her mom), and the chronic issues that persist into her adulthood....more
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