1. Why We Buy by Paco Underhill
Chapters 3-7:
The Mechanics of Shopping

2. Key Topics Chapter 3: The Transition Zone Chapter 4: Bags/Baskets
Chapter 5: Signs
Chapter 6: Physical Flow
Chapter 7: Seating

3. Transition Zone What is it? Good ideas for the Transition Zone
Bad ideas for the Transition Zone
Field Trip Assessment??

4. Bags & Baskets Where are they (typically)? Why?? Where should they be?
Features of bags/Baskets??
Field Trip Assessment?

5. Signs Location Details (words, contrast, clarity, etc.)
Directions vs. General Information
Field Trip Assessment?

6. Physical Flow Front Right Phenomenon
Do You Walk Forward or Walk Sideways??
“Chevroning”
Boomerang Effect
Get to the Back!
Dead Space??
Field Trip Assessment?

7. Seating
“In the majority of stores throughout the world, sales would instantly be increased by the addition of one chair.”
“A chair says: we care.”
Location?
Why?
Field Trip Assessment?

8. Review Chapter 3: The Transition Zone Chapter 4: Bags/Baskets
Chapter 5: Signs
Chapter 6: Physical Flow
Chapter 7: Seating