Why We Buy: The Science Of Shopping (平装)
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品牌: Paco Underhill
基本信息出版社:Simon & Schuster (2000年6月2日)外文书名:为什么我们买: 购物学平装:256页正文语种:英语ISBN:0684849143条形码:9780684849140产品尺寸及重量:14 x 1.5 x 20.8 cm ; 273 gASIN:0684849143商品描述内容简介在线阅读本书
Is there a method to our madness when it comes to shopping? Hailed by theSan Francisco Chronicleas "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture.Why We Buyis based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:How a well-placed shopping basket can turn a small purchase into a significant saleWhat the "butt-brush factor" is and how it can make sales plummetHow working women have altered the way supermarkets are designedHow the "boomerang effect" makes product placement ever more challengingWhat kinds of signage and packaging turn browsers into buyersFor those in retailing and marketing,Why We Buyis a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public,Why We Buyis a funny and sometimes disconcerting look at our favorite pastime.编辑推荐Amazon.com
In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires.Underhill, whose clients include McDonald's, Starbucks, Estée Lauder, and Blockbuster, stocksWhy We Buywith a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells.--Rob McDonald--This text refers to an out of print or unavailable edition of this title.
