To purchase or not to purchase is affected by a number of decision making processes in which a shopper finds himself/herself in. Understanding a shopper behavior is critical for both retail owners as well as consumer product manufacturers. Paco Underhill insights in this book fundamentally offers a peek into the mind of a shopper to establish the decision making drivers and how application of this knowledge puts the retailers in a position of authority in driving sales and increased shopper conversion rates. Drawing on the parallels between men and women when they shop, Underhill exposes the major differences by highlighting critical areas that retailers need to consider to increase their overall product offering appropriately.
The science of shoppers study model was heavily influenced by William H Whyte who was involved in studying people’s preferences in a view to help the authorities design better cities. It’s interesting to know that the study was conducted in rather unorthodox manner. Just by observing a shopper from the time of entry into a shop, documenting every move in a tracking sheet and later analyzing the collected data was how the trends and patterns of shoppers were construed and determined. The author points out that the science of shopping is of utmost importance to a retailer because of the cluttered shopping environment in which a shopper is bombarded by thousands of items on sale through social media, TV, mail catalogues, flyers etc.
Underhill, a proven environmental psychologist who has managed to draw the link between a person’s environment and the choices involved when making decisions to buy, thus pointing out that mere artificial configuration of the artificial environment is the key to improved sales. The organization of Why We Buy helps a reader to fully differentiate and further understand why the science of shopping goes beyond the economics approach which looks at price as the main determinant in shopping decisions. Customers’ conversion rate, size of basket, adjustment delay, right side bias, and time spent on the shopping floor, men/women shopper mentality and outcomes are just some of the major breakthroughs highlighting that shopping trends have shifted and price plays a minor role in the overall buying decision.
To any retailer, the battle for customers is won or lost more on these fronts than on price alone. One of the strongest selling point of this book is the discovery of what the author calls the “butt-brush” effect on shopper’s confidence and shopper’s willingness to remain in the said place when the butt-brush occurs. This insight alone led to expansion of aisles and walking arrears to greatly minimize and fully eliminate such occurrences. Thus this book advances anthropology understanding a notch higher when it comes to explaining human behavior in emerging contexts such as on a shopping floor.
Cleverly bridging the information gap, the author articulates what most retailers have always done wrong, unknowingly. A common mistake is the assumption that a shopper automatically converts into a customer just by him (retailer) offering broad range of products, which therefore broadens the shoppers’ choices. He debunks this myth by providing in-depth information to the contrary. Thus the construction of this book lends itself credibly by pointing out why traditional means of data collection such as cash register data which are limited to what the customer buys, at what price and time, fall short in properly informing the design of a store. Depicting these traditional means as defective, the book is a treasure trove of information that any retailer should not ignore.
Paco offers a very broad and simplistic look at today’s shopper in understanding what actually drives sales. Even though the book is divided in four sections, the continuity and flow of ideas makes it easy to ready and fully understand his observations. The arrangement of the ideas from the first chapter to the last chapter flow in a pattern in which the ending bits of one chapter form the beginning of the next. Articulation of the ideas involve real events and not hypothesized occurrences in which these observations were made. A classic example is in chapter five where the author narrates how many businesses introduce ideas and tests them in the boardrooms then implement. This he asserts is one of the many ways in which brilliant business ideas fail to deliver despite their proper organization.
His conviction on this matter sums up the notion that the best laid plans are only as good as the environment in which they are implemented. The orderliness of the book is also something to take note of. From the first chapter that introduces the science of shopping to the last chapter that talks about incorporating science as a means to better outcomes, the author ensures that the book strictly conforms to practical relevance and departs from academic leanings. The analysis of the shoppers’ behavior across different types of retailers is the canvas upon which these solutions are painted. Broadly presented views and opinions make this piece compelling and also unique from the many retail books out there. In its construction, it rises above the “do this, do that” format of many books by supporting every idea by a wealth of proven insights.
Even though retailing as a business if fundamentally fluid and highly dynamic, the book covers the essential bits that every retailer must pay closer attention to if a lot is to be achieved. The shoppers’ mind interacts more with the environment than the products on offer. Not much has been pointed out in this regard by many books purporting to be an authority in this subject. In a market characterized by price wars, this book steps into the space by offering insights in how a retail store would still attract large swathes of shoppers and convert them into regular customers by applying a number of tweaks such as proper lighting, accessibility of the shop floor, merchandising efforts and shortening of waiting times. Such measures are meant to instil a sense of care and interest in the customer.
Citing several examples where their observations have been applied, the book is plainly beyond painting a picture of romance and fad, a common feature in many publications. Presentation of ideas and observations are in-depth leaving no chance of glossing over. Chapters are filled with questions that the reader must stop and ponder over. For instance, chapter 9-What Women Want begin first by exploring a Retail Store manager’s knowledgebase and checking whether its informed by actual observation of what women want when shopping or just a fad. In so doing, through the use of questions and quotes, the author is able to bridge the gap between the assumptions and the facts, the role in designing shop floors and their overall impact in the area of sales and customer satisfaction.
By incorporating population demographics such as a large number of baby boomers advancing in age by year 2025, the book offers insights into what must be done to accommodate this specific group. Because each segment of the population exhibits slightly unique shopping habits, a retailer must be ready to present his store as a one stop point that caters for all and with the highest possible convenience. Meeting shoppers’ expectations is the first and critical step in creating a brand’s unique selling proposition. The effect of population changes must be properly anticipated and responded to by the retailer if sustenance of the business is precedent. Dynamism is key in this respect.
Within the chapters, the text is arranged in a manner that the points fit logically inside the overall topic. Reading the book is rewarding in many ways. To the retailer, the detailed insights offer a wealth of knowledge to tap into. These insights are based on real world tests carried out by the author. Retailers are warned that the era of mechanical attitudes towards shoppers are long gone and that embracing science in selling is the only way that success can and will be achieved. To the shopper, it vividly describes his (shopper’s) preferences, likes and how he makes choices. It further reveals to the shopper certain subtle elements that he may not be consciously aware of while on the shop floor. In so doing, the book is as entertaining as well as refreshing to read. In depth analysis of the shoppers behavior directly impacts sales and any retailer worth his salt must make this book a must read.
Consequently, retail business have gone through many developments. From small single corner shops, franchises to the big retail chains, virtually penetrating almost all the industries, it therefore means that competition for the shopper’s attention is getting vicious by the day. The traditional battlefronts are no longer delivering the desired results. Even though Underhill doesn’t expressly say that the customer is the king, the text doesn’t fall short of this assertion. The survival of a retail entity in today’s cutthroat competition revolves around acknowledging the role of the shopper as the heartbeat of a business.
Author description:
Paco Underhill is an environmental psychologist and the founder of Envirosell, the first market research and consulting company based on the science of shoppers ideals. By applying the knowledge of environment, its relationship to how humans behave, and the science of shopping, he has developed ideas and concepts that help businesses make concise and output oriented decisions. Underhill that has written two other books What Women Wants and Call of The Mall. This book, Why We Shop is an international best seller and has been translated into 27 different languages. He is has penned editorials and colunms for magazines and publications such as The Money Magazine, The Washington Post, The New-York Times, The Wallstreet Journal, Forbes among others. For over a decade, Underhill has delivered keynote speeches in universities, corporations and conventions about modern consumerism.