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BOOK REVIEW -
Background of an Author
Paco Underhill
Urban Geographer
Retail Anthropologist
The founder of Envirosell, a research and
consulting firm that specializes in improving
retail environments in order to sell more
product
Inspired by the methodologies of urbanist
William H. Whyte
About The Book
His first book, Why We Buy: The Science of Shopping was an internationally recognized bestseller and has been published in 27 languages.‘Why We
Buy’
Mechanics of Shopping
Study of Reactions of
people
Demographics of Purchasing
Different behaviors of Men/Women/
Children/Seniors
Dynamics of Shopping
Response of shoppers to placements and features
Objectives of Author
To throw light on the psychological
factors of shoppers in the retail industry
To make aware of the Dos and Donts
To explore the different forms of retail,
i.e. Reality retail and internet retail and
their dynamics
Structure of The Book
Science of
Shopping
Retailer’s View
Twilight Zone - Start to
Exit
Keep Hands Free
Signs
People Movement
Study of each
Category
Shopper’s Love & Hate
Perfect Shopper
Three Pillars
Importance of Time
and Cash
Magic Act
Chapt1: A Science Is Born
Anthropology - - > Branch is Study of modern shoppers
What is Science of Shopping? Def: Precise anatomical mechanism and
behavioral psychology of how humans think, react, deal, avoid, when they shop
How can it be executed? Cameras Trackers with tracker sheet
Chapt2: What Retailers Don’t Know
Expected to understand and absorb all
lessons and then apply in real life
How many of shoppers who visit the
shop actually buy something?
Planning marketing, advertising and
promotions
All this is to Covert Shoppers into
Buyers
Chapt3: The Twilight Zone
Observations
Parking Lot
Going Towards
Store
Entering in the Store
Inside the
Store
While exit
Chapt4: You Need Hands
Shoppers like to keep their hands free while shopping E.g. Cash Counter
How to Handle this? Provide Trolleys/Baskets
Should be scattered all over Reduce Purchase steps Provide space on counter Baggage area at entrance Provide tote bags
Chapt5: Signs
Help to get attention Importance given to:
Location Words Colours/ Contrast Clarity Short Simple Visible
Chapt6: Shoppers move like People
Study of habits
People are observed – how and where they
walk
Chevroning Effect
Tactics to attract
Chapt7 – Dynamics
Provide seating for support people: husbands shopping with wives, etc.
More than 50% of fast food is served in Drive-Thru Windows. Ten percent of those people park in the parking lot to eat (primarily women).
Chapt8 – Men and Shopping Men will reject a garment – it doesn’t fit Supermarket are a place for high
impulsive buying for both Men take pride in paying- so ‘sell to the
women close to him’ Cars and gadgets – men lead A woman spends less time at a store if
she is with a man than with a woman friend, child
Chapt8
Take any category where women dominate and make it male dominating
Market is changing – McD ads with fathers sans moms
Stores should have a men’s health section- men’s health magazine sells over 1.5 mn copies
Chapt9 – What Women Want from Shopping
Research at an italian store – Evolution > selection of berries and fruits rather than hunting
Women don’t like buying at auto stores – because they are guy- friendly
Men are tech savvy, women like to convert technology into appliances
Women focus on results, not processes when computer shopping
‘Gas station for women: the cleanest washrooms anywhere’
Chapt10 – Elderly people
We can't read labels and signs. They must make it easier for us. Eyes start tofalter at age 40. Also, blues and greens blend so are not good for contrast. At50, we get 1/4 less light in our retinas than a 20-year-old does
How can you make your store more senior citizen friendly?
The lighting is too dull Put a magnifying glass on a chain near medicine bottles
– Beckerd Stores in Florida ATM's should talk to us Mattresses will become quasi medical and less furniture-
focused Selling technology to elders – Does it Happen?
Chapt11 -Kids
Kids go shopping with parents. If you cater to families, is your store stroller accessible? – Aisle size, Trolley
Even McDonalds make it difficult for kids to order. Kids can't see menus, can't see over counter.
How smart booksellers stack their shelves. Very good section about book stores these days
Toys: Adults select and buy but the kids are the decision makers. Stores need
Kid appeal – Innovative packaging like operating toys without opening the box
Wells Fargo: 15% of traffic was under 7 years of age Help keep the kids amused- so parents’ attention can be
attained Childproofing
Chapt12: The sensual shopper How sensuality affects sales of different
products and how to bring life the shopping malls.
Touch the five senses of the customer through your product: make the floor such that the customer can see, touch, smell, hear, taste the product
Chapt13: The Big three
Design (the Premises) Merchandising (whatever we put in) Operations (whatever employees do)
Chapt14: Time, Real and Perceived
Real Time – shown by Watch Perceived Time – calculated in mind The shopping experience is spoilt if
billing makes the shopper wait How to reduce the time wait:
Interaction Orderliness Companionship Diversion
Chapt15: Cash/ Warp Blues
The wrapping counters should be preferably placed away from the cash counters
Not be placed with returns and repairs Festive season like Thanks giving, the
cash/wrap needs to be staffed appropriately
Chapt16: Magic Acts
Its called Merchandising Placing products next to other stuff, to
increase sale of both A video game parlor to sell pop corn and
ice cream Multiple placement: E.g. books about
dietary vitamins, place them in books section and near vitamins also
Chapt17: Cyberspace, no one can hear you shop
Emphasizes the necessity for reality retailers to go online
3 benefits of stores over Internet selling Touch, trial or any other stimuli Immediate gratification Social interaction
Benefits Promotes Corporate identification Customer awareness
Chapt18: The Self-Exam
Summary of the entire book with reference to a Bookstore
Elaborates all the important points in the form of navigation to the bookstore, through the bookstore and out of it
Learnings
The importance of merchandising, floor management and understanding various shopper touch points
A retailer should not only focus only on the happenings inside the shop, but should pay attention to the every action of the shop
What we liked?
In depth look at the psychology of shopping
The diversity of examples with a witty language
Apt Titles Covers examples from all the retail
outlets from smaller one to the big malls Elaborates on not only what should be
done but also what should be avoided
What’s lacking?
Non - Universal approach. The focus is on US retail shops and difficult for people from other countries to relate
It annoyingly highlights the work of the Author’s company too many times, making the book a marketing tool
It claims a lot of things which are debatebles
Examples gives are limited to small range of products and scenarios
Use of unpleasant words like molest, sin, obscenely distract the attention of the reader
THANK YOU!!!
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