Format: Trade Paperback
Dimensions: 320 pages, 8.44 × 5.5 × 0.8 in
Published: December 30, 2008
Publisher: Simon & Schuster
The following ISBNs are associated with this title:
ISBN - 10: 1416595244
ISBN - 13: 9781416595243
About the Book
Is there a method to the madness when it comes to shopping? Hailed by the "San Francisco Chronicle" as "a Sherlock Holmes for retailers," author and CEO Underhill answers with a definitive "yes" in this witty, eye-opening report on the nation's ever-evolving consumer culture.
Read from the Book
ONE A Science Is Born Okay, stroll, stroll, stroll... stop. Shhh. Stay behind that potted palm. Get out your clipboard and pen. Our subject is the fortyish woman in the tan trench coat and blue skirt. She''s in the bath section. She''s touching towels. Mark this down -- she''s petting one, two, three, four of them so far. She just checked the price tag on one. Mark that down, too. Careful -- don''t get too close -- you don''t want her to see you. She picked up two towels from the tabletop display and is leaving the section with them. Mark the time. Now, tail her into the aisle and on to her next stop. Thus begins another day in the vineyards of science, specifically the science of shopping. But let''s start by addressing a fundamental question: Since when does such a scholarly discipline even exist? Well, if, say, anthropology had devoted a branch of itself to the study of shoppers in situ (a fancy Latin way of saying shoppers out shopping), interacting with retail environments (stores, but also banks and restaurants), the actual, physical premises, including but not limited to every rack, shelf, counter and table display of merchandise, every sign, banner, brochure, directional aid and computerized interactive informational fixture, the entrances and exits, the windows and walls, the elevators and escalators and stairs and ramps, the cashier lines and teller lines and counter lines and restroom lines, and every inch of every aisle -- in short, every nook and cranny from the
Table of Contents
INSTEAD OF SAMOA, STORES: THE SCIENCE OF SHOPPING
1. A Science Is Born
2. What Retailers Don''t Know
WALK LIKE AN EGYPTIAN: THE MECHANICS OF SHOPPING
3. The Twilight Zone
4. You Need Hands
5. How to Read a Sign
6. Shoppers Move Like People
MEN ARE FROM SEARS HARDWARE, WOMEN ARE FROM BLOOMINGDALE''S: THE DEMOGRAPHICS OF SHOPPING
8. Shop Like a Man
9. What Women Want
10. If You Can Read This You''re Too Young
SEE ME, FEEL ME, TOUCH ME, BUY ME: THE DYNAMICS OF SHOPPING
12. The Sensual Shopper
13. The Big Three
14. Time, Real and Perceived
15. Cash/Wrap Blues
16. Magic Acts
17. In Cyberspace, No One Can Hear You Shop
18. The Self-Exam
19. Final Thoughts
From the Publisher
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.
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, 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 Sao Paolo 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.
About the Author
Paco Underhill is an Environmental Psychologist and founder of a market research and consulting company called Envirosell. He uses the idea of environmental psychology that our surroundings influence our behavior thus finding ways of forming man-made environments to make them conducive to retail purposes. He uses psychology through Aesthetics to supply the appropriate atmosphere for shopping. He has been called a Sherlock Holmes for retailers by the San Francisco Chronicle. Some books he has written are - Why We Buy : The Science of Shopping and Call of the Mall: The Geography of Shopping. His current book is entitled What Women Want.
"Why We Buy is a funny and insightful book for people on both sides of the retail counter." -- Michael Gould, CEO, Bloomingdale''s