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.
This enlightening edition includes new information on:
-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 that offers advice on how to keep your changing customers and entice new and eager ones.
"At last, here is a book that gives this underrated skill the respect it deserves." -- The New York Times
" Thanks, Mr. Underhill, for explaining in clear and witty prose why my shopping habits are not all that crazy. Now, please tell my wife!" -- Bob Gale, writer/producer, Back to the Future trilogy
"I'm in love. And if I didn't have a devoted husband, two kids and a crushing mortgage, I swear I'd throw caution to the wind and run away with Paco Underhill...fascinating." -- Rocky Mountain News (Denver)
"Why We Buy is a funny and insightful book for people on both sides of the retail counter." -- Michael Gould, CEO, Bloomingdale's
About the Author
Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.
Most helpful customer reviews
0 of 0 people found the following review helpful.
he explores some of the numerous factors that cause consumers to purchase a good or service or deter them from making an acquisi
By Amazon Customer
In Paco Underhill’s informative text, Why We Buy: The Science of Shopping, he explores some of the numerous factors that cause consumers to purchase a good or service or deter them from making an acquisition. Through detailing way sin which stores craftily set consumers up to buy as ways in which they may inadvertently be driving shoppers away, Paco Underhill writes to both retailers and consumers. Explaining the value of the science of shopping to those on the business end of purchases and making consumers aware of ways in which stores and companies target them are his objectives for writing this book. Unconventional ideas that he shares, some he openly admits to varying greatly from that of his peers, combined with proof and examples from his time working in the industry of analyzing consumers allows Why we Buy: The Science of Shopping to be a page turning informative text with shocking insight about scenes that we see every day and rarely think twice about. It is rare for me to flip through a three-hundred page book in the span of two days, but I was very interested in Underhill’s style of writing as well as how affected I have been by some of the methods he mentions as a consumer. This text goes beyond textbook information and uses workplace examples of those who track shopping habits as a living to explain the prominence of this “science” in the modern era.
The first point that is brought up for evaluation is the importance of understanding customer behavior in a given store and adjusting it accordingly. Paco Underhill gives multiple examples of ways in which he has increased stores sales by 20% or higher through moving displays, changing signs and other small corrections. Validating these points, it is explained that customers may not enter a department from an anticipated angle and displays should accommodate the most common entry into a section. I found the idea of personal space as an issue to be very interesting and did not expect customers being bumped once to deter them from an entire section of a store. Furthermore, it is interesting how much goes into planning the layout of a store and that simply moving a rack out of a high traffic area can be extremely effective in boosting its sales.
Another reoccurring point that is brought up is the changing dynamic of customers and of shopping in general. Previous to reading Why We Buy: The Science of Shopping, I had not given much, or any, thought to why certain products were placed at designated shelf heights or that stores would have to change in the not so distant future to accommodate the large, rising market of elderly baby boomers. Underhill refers to the video tapes he studies for various stores throughout his text and utilizes one of an elderly woman unable to reach the dog treats that she wants and of the child who shares a similar problem. This ties into the section in which senses were emphasized as extremely important to the facilitation of sales. After walking past countless mirrors in Macy’s and other retail stores enticing me to try on necklaces and picture how I would look walking around with various handbags on my shoulder, it never occurred to me that this was exactly the store’s intention. Being able to touch items, see them up close and for some products even smell them increases the chance that they will buy something.
The examination of comfort and ease of shopping was a fascinating section of this book, and has made me a more aware shopper. Signs being broken up for easy comprehension, space between clothing sections and clear packaging have all stood out to me recently and realize that they are influential in the shopping process. Moreover, I was interested in the differences that are described between men and women in their shopping habits. Men asserting a sense of pride and not asking for help while women will not hesitate a help desk create a stark contrast. Underhill uses this to highlight how different groups have to be marketed to in different ways and that two people can go through the same store and have entirely different experiences.
Overall, Paco Underhill is extremely successful in validating the claims that he makes as he backs them up with real examples as well as results. Every assertion that he makes is followed up by some recorded instance in a real store that he has worked with and is followed up with the solution and result of the solution on the store’s profit. Even bringing attention to some everyday observations and supporting them with logic were effective ways of conveying his ideas. For example, to explain how the placement of goods in supermarkets can affect sales, Underhill brought attention to the fact that all supermarkets put milk in the back because it is one of the most commonly purchased goods and this causes customers to go through the entire store before finding what they came for, and hopefully they’ll purchase something else.
The only part of this book that I did not find interesting or helpful were the concluding chapters. It felt like he ran out of ideas, but felt the need to fill more pages due to the fact that the beginning of the book was filled with valuable information. A few pages were largely dedicated to the plane industry and the world cup with very little information about marketing. But, the preceding chapters would cause any reader to think back to a time when they perhaps have fallen victim to one of the marketing schemes that apparently most stores utilize. Many sections I just found to be shocking and was even provoked to reread. Who would have thought that there would be a drastic difference in the percentage of women who will purchase jeans that they bring into a fitting room versus men would be 65% to 25%? (Underhill 10). After reading Why We Buy: The Science of Shopping, I feel as though I have gone through countless stores and have witnessed and made too many purchases to have never noticed the consumer behavior that I am surrounded by. This text is eye opening and a bit concerning as it makes you realize how much you haven’t noticed about the world around you. Paco Underhill is extremely effective in conveying to readers the ways in which businesses encourage shopping and how important certain overlooked aspects are. Emphasizing comfort and ease of shopping, product placement and predicting customer’s actions are all focal points of Why We Buy: The Science of Shopping. I would recommend it to anyone, even someone with no interest in marketing or shopping, simply to make oneself more aware as a consumer. Particularly, I would recommend this book to anyone who enjoys walking around the mall, like myself, because it was fun to make self-realizations and understanding why I make some purchases while simultaneously gaining insight about retail marketing.
0 of 0 people found the following review helpful.
Sales always go up 30% overnight when he does his magic.
Easy to read, but contains a lot of unsupported claims. Basically readers will just have to trust Mr. Underhill on his "data" and "evidence". It also seems to be a +300 pages brochure of his company and why we should hire him and his team, sales always go up 30% overnight when he does his magic.
0 of 0 people found the following review helpful.
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Should left off the last few chapters
By Kindle Customer
Paco Underhill stresses always want your customers wanting to come but he doesn't follow his own advice. He starts by saying he revised this especially to revisit internet shopping(he never uses the term e-commerce). His B&M insights seem spot on, fascinating reading. Then he comes to the chapter label The Internet.
He starts by saying he was boo'd down in 97 by people defending the internet - only to say he was right the internet is a wasteland. He uses 2 examples, Amazon and iTunes, mainly to complain that neither site was able to give him suggestions unrelated to what he has previously purchased. He sounded like an old man who never learned to use the internet and completely unaware of what was there and didn't care.
He should have left the subject alone instead of being so negative about a topic he is obviously unfamiliar with. The next few chapters just rambled on about his company and how it went global-completely self-serving.
Good read but really left a bad taste in my mouth. Made me want to avoid reading anything else by him. Felt like he showed his true colors in the end.