Summary of the famous book Why We Buy by Paco Underhill.In the book Why We Buy, author Paco Underhill shares the learnings from the research studies conducted by his company Environsell. The company attempts to understand and learn about the shopping behavior of customers by observing actual shoppers at the stores. The company has people called 'trackers' who follow and record every action of customers in the stores. These people are trained to observe the smallest detail without being noticed by the shoppers. The success of their
invisibility is evident from their experience of having observed people who have shoplifted, obviously not knowing that they were being watched! They also videotape the various locations on the shop and analyze them later with the same purpose of deciphering how and why people shop.
There are two other popular formats of retail research:
- Analyzing cash register or sales data
- Buyer interviews
The summary is concise, but covers all the relevant learning from the book.
advertisement