Essay on The Science Of Shopping By Malcolm Gladwell

779 Words Feb 29th, 2016 4 Pages
In “The Science of Shopping, author Malcolm Gladwell discusses several strategies stores use to encourage shopping. With hundreds of retail stores competing against each other in a single mall, businesses must resort to different theories and strategies in order to increase revenue. Founder of Envirosell, Paco Underhill observes customer behavior and sales in his client’s stores to pinpoint areas which need improvement. Throughout out his career, Underhill discovered customer behavior theories, such as the “Invariant Right,” “Decompression Zone,” and the “Butt-Brush theory.” Gladwell’s article takes the reader throughout several well thought out layouts and theories, showing in which there is more to a retail store than what the business portrays.
The design of a retail store is not only designed to maximize revenue but to ensure customers view all their products. Underhill states our peripheral vision narrows as our walking speed increases. As a result, stores create a “downshift factor” to allow customers to go from a walking speed to a slower, shopping speed. The area near the door is called the “Decompression Zone” where nothing of value should be placed because consumers are still adjusting to the lighting, layout, and other factors. Furthermore, stores strategically place promotional and seasonal items to the right of the customer because of the “Invariant Right,” which states consumers process information in the left of their brain, reacting towards the right.…

Related Documents