why we buy by paco underhill l.
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Why We Buy by Paco Underhill. Chapters 12-16: See Me, Feel Me, Touch Me, BUY ME: The Dynamics of Shopping. General: What Shoppers Love. Touch Internet & Catalogs?? Mirrors Discovery Talking Recognition Bargains. General: What Shoppers Hate . Too Many Mirrors Lines

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why we buy by paco underhill

Why We Buyby Paco Underhill

Chapters 12-16:

See Me, Feel Me, Touch Me, BUY ME:The Dynamics of Shopping

general what shoppers love
General: What Shoppers Love
  • Touch
    • Internet & Catalogs??
  • Mirrors
  • Discovery
  • Talking
  • Recognition
  • Bargains
general what shoppers hate
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!”
chapter 12 the sensual shopper
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
chapter 13 the big three
Chapter 13: The Big Three
  • Store Design (physical premises)
  • Merchandising (products for sale)
  • Operations (what employees do)
  • Important interactions between these three!
chapter 14 time real perceived
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
chapter 15 cash wrap blues
Chapter 15: Cash/Wrap Blues
  • Self-Service Lanes
  • Location
    • Front of Store??
  • Save money/cut corners
    • Space
    • Employees
chapter 16 magic acts
Chapter 16: Magic Acts
  • Shelf Placement
    • Away from Competitors
  • Adjacencies
    • Logical, sensible sequence of products
review
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