Why We Buy by Paco Underhill - PowerPoint PPT Presentation

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Why We Buy by Paco Underhill

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  1. Why We Buyby Paco Underhill Chapters 12-16: See Me, Feel Me, Touch Me, BUY ME:The Dynamics of Shopping

  2. General: What Shoppers Love • Touch • Internet & Catalogs?? • Mirrors • Discovery • Talking • Recognition • Bargains

  3. General: What Shoppers Hate • Too Many Mirrors • Lines • (Being Forced to ask) Dumb Questions • Merchandise out of stock • Obscure Price Tags • Intimidating Service • “Go away, we don’t want your money!”

  4. Chapter 12: The Sensual Shopper • Touch • Clothing, Linens, umbrellas, wallets, etc. • Sight • Lightbulbs, printers • Taste • Any food item • Smell • Bacon, coffee, bread, etc. • Hearing • Music, home appliances

  5. Chapter 13: The Big Three • Store Design (physical premises) • Merchandising (products for sale) • Operations (what employees do) • Important interactions between these three!

  6. Chapter 14: Time (real & perceived) “the single most important factor in determining a shopper’s opinion of the service is waiting time.” • Address real waiting AND influence perceived waiting time. • I • Orderliness • Companionship • D

  7. Chapter 15: Cash/Wrap Blues • Self-Service Lanes • Location • Front of Store?? • Save money/cut corners • Space • Employees

  8. Chapter 16: Magic Acts • Shelf Placement • Away from Competitors • Adjacencies • Logical, sensible sequence of products

  9. Review • Chapter 12: The Sensual Shopper • Chapter 13: The Big Three • Chapter 14: Time (real and perceived) • Chapter 15: Cash/Wrap Blues • Chapter 16: Magic Acts