Why We Buy was written by author Paco Underhill, and environmental psychologist, in 1999. Underhill studies and records the behaviors of shoppers in multiple retail stores. His purpose is to aid in increasing sales for the store and enhancing the layout of the store to advance accessible and comfortable for the shopper. Underhill’s book is a record of his findings and is written in five sections. For this project, I chose to observe the JCREW Mercantile in Rookwood and relate my findings there back to the book.
TITLE OF SECTION is based on capturing the attention of the shopper. Throughout his research Underhill has discovered that shoppers maintain a fast pace from the parking lot and continue this pace while walking into the store. It takes the shopper several seconds from entering the store to slow down and actually begin shopping. The entrance of the store is known as the …show more content…
It is important to provide the customer with an easy and comfortable shopping experience. He Noticed many customers in this time period are always carrying items in their hand, like a bag or cell phone. Due to this, at check-out, it can create a congestion. This will prevent people from coming into the store if they feel it will take too long to make a purchase (pg 53). Another important topic he discusses is that the store must have a nice and open concept. One way to test this is if shoppers are evenly spread out throughout the entire store. If there is some corner where no one is, then that means the customers are not noticing a certain spot of the store (p.g. 77). Having a nice easy and comfortable shopping experience will encourage the customers to stay longer and this will increase in the sale. During my visit at JCrew, I noticed that shoppers were evenly spread out throughout the store and that the line at the register kept moving smoothly, this made the shopping experience easy not stressful for
TITLE OF SECTION is based on capturing the attention of the shopper. Throughout his research Underhill has discovered that shoppers maintain a fast pace from the parking lot and continue this pace while walking into the store. It takes the shopper several seconds from entering the store to slow down and actually begin shopping. The entrance of the store is known as the …show more content…
It is important to provide the customer with an easy and comfortable shopping experience. He Noticed many customers in this time period are always carrying items in their hand, like a bag or cell phone. Due to this, at check-out, it can create a congestion. This will prevent people from coming into the store if they feel it will take too long to make a purchase (pg 53). Another important topic he discusses is that the store must have a nice and open concept. One way to test this is if shoppers are evenly spread out throughout the entire store. If there is some corner where no one is, then that means the customers are not noticing a certain spot of the store (p.g. 77). Having a nice easy and comfortable shopping experience will encourage the customers to stay longer and this will increase in the sale. During my visit at JCrew, I noticed that shoppers were evenly spread out throughout the store and that the line at the register kept moving smoothly, this made the shopping experience easy not stressful for