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Book Report. Numpol. Chantathanakorn. Why we buy. Why we buy. The Science of Shopping ... Why we buy is an interested book for readers, marketers, and also ... – PowerPoint PPT presentation

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1
Book Report
Why we buy
Numpol Chantathanakorn
999315706 tonchaica_at_hotmail.com
2
Why we buy
The Science of Shopping
3
Paco Underhill
About the author Paco Underhill, urban geographer
and retail anthropologist, is the founder of
Envirosell, a research and consulting firm that
advises a blue-chip collection of Fortue 100
companies. He has been profiled in The New
Yorker and Smithsonian Magazine and has written
for American Demographics and Adweek. He lectures
widely and lives in New York City.
4
Target for Book

Entrepreneurs
Marketer of any consumer products, and other
retail products
Class members in Creative Strategy

5
Objective of Book

To show the concept and behavior of shopping of
consumers
in the market.
Why we buy is an interested book for readers,
marketers, and also
essential for retailers or entrepreneurs.
The book can lead the way to understand the
consumers, how they decide,
what the impacts are, and what the factors in the
store are.

6
Summary

This book is for anyone who has ever shopped for
anything or
tried to sell something.
It is not an easy book to summarize because so
many details
are worth reading.
The book covers retail products - not services.
I highly recommend it to anyone who wants to
make an
impact in retailing.

7
Key Concepts

INSTEAD OF SOMOA,STORES THE SCIENCE OF SHOPPING
Chapter 1 A Science Is Born
Stores would not survive without impulse
shopping.
We are over retailed.
New stores are trying to steal existing market
share because there is no new market.
Brand names are being eroded. ("Selling the
Invisible" says the opposite.)
Chapter 2 What Retailers Dont Know
In some stores, buyers spend three to four times
longer than non-buyers.
Get them to shop longer talking to employees
helps.
As shoppers ourselves, you would think we could
organize our own stores properly.
We can determine where shoppers will walk in a
store.
Amenability and profitability are inextricably
linked.

WALK LIKE AN EGYPTIAN THE MECHANICS OF SHOPPING
Chapter 3 The Twilight Zone
While walking through parking lots people, are
not looking at the store windows.
Chapter 4 You Need Hands
Keep the customers' hands free to touch and
browse.
One store gives you a bag to gather stuff in and
then tries to sell you the bag at the check out.
Chapter 5 How to Read a Signs
People dont see signs. They are focused on
other things, or signs are
badly laid out and placed in the wrong places.
Put signs where people are waiting. Give them
something to look at.
In 1.30 seconds, we can only read 3 or 4 words.
Chapter 6 Shoppers Move Like People
Shoppers move like people - they want to see
stuff face on, not sideways.
This applies to window displays store displays.
American shoppers move to the right the same way
they drive.
Chapter 7 - Dynamics
Provide seating for support people husbands
shopping with wives, etc.
More than 50 of fast food is served in
Drive-Thru Windows.

MEN ARE FROM SEARS HARDWARE, WOMEN ARE FROM
BLOOMINDALES
THE DEMOGRAPHICS OF SHOPPING
Chapter 8 - Shop like a man
Men are easier to up sell than women.
Men are more likely to ignore price tags.
Sell to the woman - close to the man.
Open a womens store next to a store that will
keep the men happy, e.g., computers etc.
Women's stores are not organized for men to buy.
Mens Health magazine sells more than 1.5
million copies per month.
Chapter 9 - What women want
Hardware stores now make it much easier for
women to shop.
Very few coupons are used anymore - Safeway card
is the new style.
Stores selling cosmetics.
Stuff for older people on the lowest shelf. We
cant get down there with any comfort.
Will I get jostled if I stand here?
Fast food restaurants men tend to sit at front,
women in rear.
Women focus on results, not processes when
computer shopping.
Gas station for women the cleanest washrooms
anywhere.

MEN ARE FROM SEARS HARDWARE, WOMEN ARE FROM
BLOOMINDALES
THE DEMOGRAPHICS OF SHOPPING
Chapter 10 - Were getting older
We cant read labels and signs. They must make
it easier for us. Eyes start to falter at age 40.
Also, blues and greens blend so are not good for
contrast.
The lighting is too dull.
Put a magnifying glass on a chain near medicine
bottles.
ATM's should talk to us.
How can you make your store more senior citizen
friendly?
Over 60's wheel chair accessible!
Mattresses will become quasi medical and less
furniture-focused.
Chapter 11 - Kids
Kids go shopping with parents. If you cater to
families, is your store stroller accessible?
Even McDonalds make it difficult for kids to
order. Kids cant see menus, cant see over
counter.
How smart booksellers stack their shelves. Very
good section about bookstores.
Toys Adults select and buy but the kids are the
decision makers. Stores need kid appeal.
Wells Fargo 15 of traffic was under 7 years of
age.
Help keep the kids amused.

SEE ME,FEEL ME, TOUCH ME, BUY ME THE DYNAMICS OF
SHOPPING
Chapter 12 - The Sensual shopper
We buy more than ever based on trial touch.
Close to 90 of new products fail mainly because
people dont try them.
In 1960. 35 of a Sears store was storage, now
it is 15.
23 of Asian-American shoppers tore open
packages to check the product.
Dressing rooms Very good section in the book.
Its got great potential.
They are underutilized.
Testing products Three types of pencil
sharpener hand, battery, electric.
Can I test them? No way. Not set up and no
pencils to sharpen.
Gel deodorants for men from Gillette How can we
distinguish one from another.
They are all sealed, we cant smell them or touch
anything.
We have to be able to explore the product.
Chapter 13 - The Big Three
Design, Merchandising, Operations. Often these
dont work well together.
Chapter 14 Time, Real and Perceived
Bad time is when the customer is made to wait.
Chapter 15 Cash / Wrap Blues

SEE ME,FEEL ME, TOUCH ME, BUY ME THE DYNAMICS OF
SHOPPING
Chapter 16 - Magic Acts
Layout of stores
Add-ons - up selling
Linking products in book store, put the kids
books health books near the womens books.
Chapter 17 In Cyberspace No one can hear you
shop
Difficult to find your way around.
You cant touch the products.
No social interaction, no immediate
gratification.
Catalogues account for less than 10 of
shopping.
Chapter 18 - Self exam
Book gives a great example for bookstore.
Examine your business start ½ block away look
outside the store and inside the store.
Put signs where people linger.
Americans dont list banks among their top five
sources of information and
advice on finance. In the US which bank employee
has the most interaction with customer?
The security guard, and he doesnt work for the
bank.

SEE ME,FEEL ME, TOUCH ME, BUY ME THE DYNAMICS OF
SHOPPING
Chapter 19 - Final Thoughts
In the old days, the right price/location/product
was success.
Now that is whats necessary to survive.
Where is the art, the presentation, the romance,
the seduction in shopping?
What we like touch mirrors discovery
talking recognition bargains
What we hate too many mirrors lines asking
dumb questions goods out of stock
obscure price tags intimidating service
Demands of anatomy must be obeyed.
Gender and ages must be accommodated.

14
Conclusions
Why We Buy makes for interesting reading if
you're a marketer, and probably fascinating (and
likely essential) reading if you're a retailer.
Either way, it's an interesting and enjoyable
book.
15
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