Comments and reviews on “Why we buy: The science of shopping

The first part provides details on how Underhill and his trackers got started in the people-shopping business and why he got started in that business. There studies prove that the longer a shopper remains in a store, the more he or she will buy.　In the part, the author points out the many things about shopping that retailer do not know: In some stores, buyers spend three to four times longer than non-buyers, get them to shop longer - talking to employees helps, and we can determine where shoppers will walk in a store...

The second part, the mechanics of shopping which I think are very practical and interesting for shopper. The "butt brush" effect - if aisles

are too narrow or crowded, and shoppers have to bend over to reach merchandise, they are exposed to being brushed or touched by other shoppers as they pass by - this is a definite turn-off to shoppers (especially women), and will reduce the amount of time spent in the store and thus the total amount of money spent. Shoppers need the use of their hands to touch, feel, pick up and examine merchandise - if they are burdened down with a coat, several other items that they have picked up, a toddler, etc., they will spend less time in the store than if they had a shopping cart, access to a coat check, strollers, baskets (placed inside the sore interior where they could actually be useful to someone who has already accumulated a few items)…. providing convenient and strategically located seating areas for customers will, again, keep them in the store longer and thus increase the amount sold. Adjacencies can be very important in the placement of merchandise in order to maximize sales - for example, the salsa should be next to the chips, not in the condiments section - the pasta sauce should be in the pasta section, not next to the salsa

The final fourth part of the book is devoted to a discussion of how shoppers psychologically react to shopping environments. Much of this discussion covers and reinforces ground that he dealt with in earlier sections of the book, but there is some additional material introduced. A couple of points he makes here are:

many stores do not provide opportunities for shoppers to touch and feel the merchandise, and yet this sensual experience can be very influential in making the sale in fact, Underhill devotes an entire chapter (Chapter 12) to the 'sensual shopper', where he emphasizes the importance of engaging the senses in the shopping experience (a prime example he uses here is the smell of freshly baked bread that greets one upon entering some supermarkets, which he can correlate directly with increased spending)

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