Tesco
Why We Buy
Book

Why We Buy

The Science of Shopping

Paco Underhill
Simon & Schuster, 1999
First Edition: 1999

Read offline

Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

In Why We Buy, Paco Underhill reveals key principles that he and his company, Envirosell, have learned about shopping. He discusses what different types of customers see, and how they respond. He has more than 20 years experience observing some 50,000 to 70,000 shoppers a year in stores, banks, and public offices. This is an exciting, original book. It is sharply written, with a dynamic style. Underhill provides generous examples of what he and his team of trackers have learned by observing shoppers. He includes interesting anecdotes and statistics showing how shoppers behave under different circumstances. This is both a solid, carefully researched book and a joy to read. getabstract recommends the book to everyone in retail.

Take-Aways

  • Like an anthropologist, Underhill observes everything: where a shopper walks, when she stops, what she touches, how long she looks and whether she buys.
  • The store’s entrance area is a transition zone, not a good place to put stock or a sign.
  • People naturally move to the right. To push a new brand, stock it to the right of the most popular brand.

About the Author

Paco Underhill is the founder and director of Envirosell, a company devoted to analyzing shopping behavior. He has numerous corporate clients, including McDonald’s, Starbucks, Estee Lauder, Blockbuster, Citibank and Wells Fargo. He has written for many publications, including American Demographics and Adweek, and lectures widely.

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