Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail such as Internet behemoths Amazon and iTunes as well as the globalization of retail in the world’s emerging markets.
This enlightening edition includes new information on:
-The latest trends in online retail—what retailers are doing right and what they’re doing wrong—and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.
-A guided tour of the most innovative stores, malls and retail environments around the world—almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber-luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing.
The new Why We Buy is an essential guide that offers advice on how to keep your changing customers and entice new and eager ones.
What follows is from my reading source: blinkist.com
What’s in it for me? Understand the motivations and manipulations behind the world of retail.
People have always shopped for things they need, from pints of milk to refrigerators. But it is only recently that researchers and retailers have begun to observe the behavior of real shoppers. It turns out these observations are of immense significance for shop owners.
Why We Buy explains that it is vital to understand what shoppers do and how they behave when they’re inside shops. For example, all shoppers share certain tendencies, like the propensity to look to the right rather than to the left, and retailers must be aware of this if they wish to maximize their sales. At the same time, the needs of different shoppers, like the young and the old, must also be taken into account. Savvy retailers will take note of all of these findings when designing their store, displaying their products and training their staff.
But to really make an impression on browsing shoppers and turn even more of them into actual paying customers, retailers must make shopping more than a task: instead, it should be an experience, both tactile and emotional.
Of course, even if you don’t work in retail yourself, Why We Buy is still a fascinating read, not least because it shows how your shopping behavior can be manipulated by retailers to make you more likely to buy things – especially those you don’t really need.
The key message in this book is:
Retailers must make shopping about more than just purchases: it must be a positive and comfortable experience. To do this, retailers must observe their customers’ behavior closely and adjust accordingly. At the most basic level, this means taking into account basic human physical and mental attributes, as well as the differences between groups of shoppers.
Actionable ideas from the book:
If you’re a store owner, there are a number of things you can do to improve your customers’ shopping experience, and thereby your profits:
Take note of who your shoppers actually are. Are there more women than men? Are there more children? Are there foreigners (of a specific nationality)? Adapt to your shoppers! If your store is a favorite with a specific nationality, why not offer signs written in the language they speak?
If you can’t do anything about the queue at your cashier, have a friendly sales clerk apologize to the people waiting in line. Maybe he or she can also answer questions the shoppers may still have about the products they are going to buy.
Don’t arrange products too neatly, otherwise shoppers may feel they are in a museum and shouldn’t touch the products. On the other hand, your products should not be left in a messy pile, either.