The Pattern of Shopping Paco Underhill is one of the most famous retail anthropologists who helps store managers by using his strategies. In the Science of Shopping, Malcolm Gladwell introduces Paco’s works and his ideas. Paco uses his strategies to help store owners, but Malcolm asks us “Should we be afraid of Paco Underhill?” Since Paco can manipulate people in a shopping mall, invade privacy, and analyze every shoppers’ move through his hidden camera, he could be a dangerous person. However, in my opinion, he isn’t a perilous and dangerous person because he cannot control and threaten customers by using hidden cameras. Moreover, his researches and works are really helpful to environmental psychology, study of the interplay between the individual
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Paco usually uses hidden cameras to analyze shoppers. He has used the cameras since he got an idea from William Whyte, an urban anthropologist. When Paco gets a work, he and his workers install a few small cameras and trackers in the store. After he records and watches the video, he grasps critical information that could help Paco’s research and his customers. Also, while watching several videos, he gets ideas that could increase customers and profits amazingly. Paco has made several strategies that could help boost sales. In his first idea, store owners shouldn’t put any products such as shopping baskets, tie racks, or promotional displays in the Decompression Zone, an area inside the door. Shoppers usually decide to enter the stores when they see inside through the entrance, the Decompression Zone. If people cannot see the inside of stores, they tend not to go there. In addition, if items are moved to the back edge of the zone, profits will increase thirty percent more because if people can see the inside, more people are interested in the …show more content…
He believes that people are more apt to look to the right side of the store and he proves this theory in his research. Many of Paco’s videos prove that customers make little half turns again and again. Also, Joseph Weishar, an author of Design for Effective Selling Space, said that people see a store from left to right and fix on a product to the right since the left side of the brain gets the information and the right side uses the information. Joseph tells us that people unconsciously see and think, but their thoughts are not controlled by other situations like Paco’s
Paco usually uses hidden cameras to analyze shoppers. He has used the cameras since he got an idea from William Whyte, an urban anthropologist. When Paco gets a work, he and his workers install a few small cameras and trackers in the store. After he records and watches the video, he grasps critical information that could help Paco’s research and his customers. Also, while watching several videos, he gets ideas that could increase customers and profits amazingly. Paco has made several strategies that could help boost sales. In his first idea, store owners shouldn’t put any products such as shopping baskets, tie racks, or promotional displays in the Decompression Zone, an area inside the door. Shoppers usually decide to enter the stores when they see inside through the entrance, the Decompression Zone. If people cannot see the inside of stores, they tend not to go there. In addition, if items are moved to the back edge of the zone, profits will increase thirty percent more because if people can see the inside, more people are interested in the …show more content…
He believes that people are more apt to look to the right side of the store and he proves this theory in his research. Many of Paco’s videos prove that customers make little half turns again and again. Also, Joseph Weishar, an author of Design for Effective Selling Space, said that people see a store from left to right and fix on a product to the right since the left side of the brain gets the information and the right side uses the information. Joseph tells us that people unconsciously see and think, but their thoughts are not controlled by other situations like Paco’s