Why We Buy by Paco Underhill

1
Why We Buyby Paco Underhill

• Chapters 12-16
• See Me, Feel Me, Touch Me, BUY METhe Dynamics
  of Shopping

2
General What Shoppers Love

• Touch
• Internet Catalogs??
• Mirrors
• Discovery
• Talking
• Recognition
• Bargains

3
General What Shoppers Hate

• Too Many Mirrors
• Lines
• (Being Forced to ask) Dumb Questions
• Merchandise out of stock
• Obscure Price Tags
• Intimidating Service
• Go away, we dont want your money!

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Chapter 12 The Sensual Shopper

• Touch
• Clothing, Linens, umbrellas, wallets, etc.
• Sight
• Lightbulbs, printers
• Taste
• Any food item
• Smell
• Bacon, coffee, bread, etc.
• Hearing
• Music, home appliances

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Chapter 13 The Big Three

• Store Design (physical premises)
• Merchandising (products for sale)
• Operations (what employees do)
• Important interactions between these three!

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Chapter 14 Time (real perceived)

• the single most important factor in determining
  a shoppers opinion of the service is waiting
  time.
• Address real waiting AND influence perceived
  waiting time.
• I
• Orderliness
• Companionship
• D

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Chapter 15 Cash/Wrap Blues

• Self-Service Lanes
• Location
• Front of Store??
• Save money/cut corners
• Space
• Employees

8
Chapter 16 Magic Acts

• Shelf Placement
• Away from Competitors
• Adjacencies
• Logical, sensible sequence of products

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Review

• Chapter 12 The Sensual Shopper
• Chapter 13 The Big Three
• Chapter 14 Time (real and perceived)
• Chapter 15 Cash/Wrap Blues
• Chapter 16 Magic Acts