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Title: Why We Buy: The Science Of Shopping
ISBN: 0684849143
Author:
Paco Underhill
Publicate Date: 2000-06-02
Publish: 2000-06-02
List Price: $15.00
Average Customer Rating: 3.5
Format: Paperback
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Amazon Lowest New Price: $5.83
Amazon Lowest Used Price: $3.97
Amazon Merchant Price: $10.20
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| Customer Review: |
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1: Excellent read for Retail or Marketing Professionals
This is a witty, easy-to-read book full of insights into how shopper behave in stores. It'll get you thinking from the customer's point of view and give you a framework for innovating on the retail experience. A must read for retail and marketing professionals. I definitely recommend it.
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2: VERY USEFUL AND ENTERTAINING
This books gives an insight on how people decide to buy, mostly intuitively. The stories that are the basis for the book are very entertaining making it very easy to read.
Actually this is my second copy of the book, as I loaned the first one and never got it back., For me it is a must in my library.
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3: Complicated reading, words, words, words
Definitely not the author for me,(Sanguine temperment. If you enjoy science blended with retail knowledge then have at it.
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4: Badly in need of a new edition
For newcomers to selling, this is probably helpful. But it is only quaint, not fascinating, due to its outdated information. And the section on internet selling is just plain embarrassing.
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5: Must Read For Anyone Involved In The Process Of Retail
If he were to ask me tomorrow, I would marry Paco Underhill. I have read both his books, this one and Call of the Mall, and quite frankly I have fallen in love.
Fun and informative Why We Buy will put everything about the retail enviroment into perspective. Like the "Butt Brush Effect". It seems so obvious, who likes to touch or be touched by strangers? but you'll have never thought of it, I assure you. Or what about the strategic placement of mirrors? How many times have I had to hunt down a mirror in a store? How many times did I simply give up when the hunt became too time consuming?
This book has become one of the driving motivators to my switch to a Merchandising minor, and one day I hope to use some of his ideas in my own store.
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