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Paco Underhill
Paco Underhill describes himself as an urban geographer and retail anthropologist. He is the founder of Envirosell, a research and consulting firm that advises Blue-chip collection of Fortune 100 companies.
Background of the book: Why We Buy introduces readers to the science of shopping and details the work of trackers, who observe the shopping behavior of consumers either via time-lapse photos, video, or track sheets, which they fill out while trailing an unknowing customer. The book is divided into three parts: the mechanics of shopping: how people physically react to the layout of space, other people in the store, etc. the demographics of purchasing: the different behaviours of men, women, seniors, and kids. the dynamics of shopping: in other words how shoppers respond psychologically to the placement of merchandise, packaging, and other features of the merchandise itself.
Mehul Section 1
A sign is a walk-in container for words and thoughts and messages and ideas, not just paper placed in a store. The best possible way to present a clear message, in a logical way is to ask the following questions
What will shoppers be doing here? What about here? What will they be thinking about there? What will they be doing there, etc. By taking the answers into consideration you can figure out the best zone for the sign.
A sign must be placed where the shopper will have enough time to read it i.e. Escalators The best example of correct sign design and usage would be to look at roadway signs. Yes, you read correctly, road way signs. They contain the correct principals; no extra words, the right sign at the right place; enough signs so that drivers dont feel ignored or under informed; not so many signs so that theres clutter or confusion
Pradeep
By 2025,American people(1/5) will be sixty five or older Improved health care ,nutrition , fitness and cosmetic surgery , at seventy ,shell look and feel at 50. Having numbers and dollars ,but with age human eyes begin to falter For ex: current study of news paper readership
If you Can
Large customer for todays drugstore To read labels , directions and warning on drugs(91%) Merchandising material for large saving Bank Signage at major Hotels Retail shoppers Suppermarkets Ongoing changes ATM
KIDS
Shopping effect on children-kids go everywhere Shopping-leisure outing Marketplace wants kids-Youre an economic force ,now and future thats what counts Store unwelcome to kids-shut out Store design , fixture-determines kid-friendly or kid-avoidant
Kids-enthusiastic consumers , want to sell them , you have to put it where the can see and reach For car salesman or a bank loan officer-parents close attention required then first find a way to divert attention of restless , bored child Supermarket-forefront of exploiting the hands-on shopping style of children , offer candy-free checkouts
E.g. McDonalds-appeal to kids not only through its menu but with toys and licensed Smart bookseller-stock and shelves by gender Toys-kids real decision maker Since women still do most of the shopping , it makes sense to place product for children near sections being shopped by their mother
Section 4
Dynamics of Shopping
See Me, Feel Me, Touch Me, Buy Me: The Dynamics of Shopping (How shoppers respond psychologically to the placement of merchandise, packaging, and other features of the merchandise itself)
This is not a good thing or bad thing- it is just the geometry that rules the shopping universe.
Magic Acts
This chapter is all about getting products to jump up and hit shoppers in the eye. Layout of stores Add-ons - up selling Linking products: in book store, put the kid's books & health books near the women's books. Ex: The Gap now sells fragrance and candles. Club monaco clothing stores sell cosmetics.
Cyberspace
From email communication to cybersex and even to the extent of falling in love and getting married online. Then came the era of e-broking ecom found home in the world of b2b that offered convenience and efficiency.- order forms. delivery schedules, pricing and availability Integration of brick and mortar and online shopping:
Self Exam
encourages individuals to observe their own stores, first from afar, then incrementally closer, until they finally analyze their businesses from within. encourages innovative thinking by prompting entrepreneurs to compare their retail formats with those in different industry,
To conclude
Right product right place and right timeSURVIVAL Competition is between every other demand on consumer time and money Twenty-first century customer will be the kingThe world of retail is about following shoppers where they are going Loyalty of shoppers last only tuill the afterglow of the most recent shopping experiecne.
More responsibility and authority down to the store manager Teach managers how-to make sure the store is serving customers. Element of creativity, even small little alters have larger impact just like in a world where marketing focuses on strategy tactics are been ignored.