Book : Why We Buy The Science Of Shopping--updated And...

-Titulo Original : Why We Buy The Science Of Shopping--updated And Revised For The Internet, The Global Consumer, And Beyond

-Fabricante :

Simon & Schuster

-Descripcion Original:

Revolutionary retail guru Paco Underhill is back with fresh observations and important lessons in this completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture.This enlightening edition includes new information on: -The latest trends in online retail-what retailers are doing right and what they’re doing wrong-and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. -A guided tour of the most innovative stores, malls and retail environments around the world-almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber-luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. The new Why We Buy is an essential guide that offers advice on how to keep your changing customers and entice new and eager ones. Review At last, here is a book that gives this underrated skill the respect it deserves. -- The New York Times Thanks, Mr. Underhill, for explaining in clear and witty prose why my shopping habits are not all that crazy. Now, please tell my wife! -- Bob Gale, writer/producer, Back to the Future trilogyIm in love. And if I didnt have a devoted husband, two kids and a crushing mortgage, I swear Id throw caution to the wind and run away with Paco Underhill...fascinating. -- Rocky Mountain News (Denver)Why We Buy is a funny and insightful book for people on both sides of the retail counter. -- Michael Gould, CEO, Bloomingdales About the Author Paco Underhill was the founder of Envirosell, Inc., a global research and consulting firm. His clients include more than a third of the Fortune 100 list, and he has worked on supermarket, convenience store, food, beverage, and restaurant issues in fifty countries. He is the bestselling author of Why We Buy, The Call of the Mall, What Women Want, and his newest book, How We Eat. He has also written articles for or been profiled in The New York Times, The Wall Street Journal, The Washington Post, The New Yorker, Smithsonian Magazine, and more. Paco divides his time between New York City and Madison, Connecticut. Excerpt. © Reprinted by permission. All rights reserved. ONE A Science Is Born Okay, stroll, stroll, stroll...stop. Shhh. Stay behind that potted palm. Get out your clipboard and pen. Our subject is the fortyish woman in the tan trench coat and blue skirt. Shes in the bath section. Shes touching towels. Mark this down -- shes petting one, two, three, four of them so far. She just checked the price tag on one. Mark that down, too. Careful -- dont get too close -- you dont want her to see you. She picked up two towels from the tabletop display and is leaving the section with them. Mark the time. Now, tail her into the aisle and on to her next stop. Thus begins another day in the vineyards of science, specifically the science of shopping. But lets start by addressing a fundamental question: Since when does such a scholarly discipline even exist? Well, if, say, anthropology had devoted a branch of itself to the study of shoppers in situ (a fancy Latin way of saying shoppers out shopping), interacting with retail environments (stores, but also banks and restaurants), the actual, physical premises, including but not limited to every rack, shelf, counter and table display of merchandise, every sign, banner, brochure, directional aid and computerized interactive informational fixture, the entrances and exits, the windows and walls, the elevators and escalators and stairs and ramps, the cashier lines and teller lines and counter lines and restroom lines, and every inch of every aisle -- in short, every nook and cranny from the farthest reach of the parking lot to the deepest penetration of the store itself, if anthropology had already been studying all tha