Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond Paperback Author: Visit Amazon's Paco Underhill Page | Language: English | ISBN:
1416595244 | Format: PDF, EPUB
Download Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond Download books file now Download Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond for everyone book mediafire, rapishare, and mirror link
Review
"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.
Books with free ebook downloads available Download Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
- Paperback: 320 pages
- Publisher: Simon & Schuster; Upd Rev edition (December 30, 2008)
- Language: English
- ISBN-10: 1416595244
- ISBN-13: 978-1416595243
- Product Dimensions: 8.3 x 5.4 x 0.9 inches
- Shipping Weight: 9.9 ounces (View shipping rates and policies)
The first four parts of this book are absolutely fascinating. It's an in depth look at the psychology of shopping and it is exactly what the title promises. Underhill's company gets paid to spy on people in stores and see what they're doing wrong and right. The gems in this book are the anecdotes and the specific revelations about how any obstacle you put in the way of a shopper drops your sales figures. Any way you can make life easier raises your sales. This all seems sort of obvious, but most people running the businesses don't think it through.
One example is the entry zone at the front of the store - you'd think that's a prime location for signage, deals, brochures, etc. But when you're headed through the door into the store you see almost nothing and stop for almost nothing, and then (in America) you tend to drift to the right and then you're 'in' the store. If you put a store directory just inside the door, nobody uses it. Move it back a bit so you can find it once you're into the store and suddenly it's heavily utilized. He has hard observational data for all these, so they're compelling in addition to being fascinating.
And of course all the bad examples are great fun to read (seniors crawling along floors trying to read labels on badly shelved medicine), as are the descriptions of how different groups shop (male vs female, old vs young, parents vs. single, etc.) The whole book is pretty much a commercial for Underhill's company, but it's still informative and fun reading.
Where the book falls down is at the end, where a chapter on the Internet is shoehorned in and a perfunctory shout out to each of Envirosell's worldwide branches is included.
Book Preview
Download Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond Download
Please Wait...