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Why We Buy by Paco Underhill Chapters 12-16: See Me, Feel Me, Touch Me, BUY ME: The Dynamics of Shopping.

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Presentation on theme: "Why We Buy by Paco Underhill Chapters 12-16: See Me, Feel Me, Touch Me, BUY ME: The Dynamics of Shopping."— Presentation transcript:

1 Why We Buy by Paco Underhill Chapters 12-16: See Me, Feel Me, Touch Me, BUY ME: The Dynamics of Shopping

2 General: What Shoppers Love Touch Touch  Internet & Catalogs?? Mirrors Mirrors Discovery Discovery Talking Talking Recognition Recognition Bargains Bargains

3 General: What Shoppers Hate Too Many Mirrors Too Many Mirrors Lines Lines (Being Forced to ask) Dumb Questions (Being Forced to ask) Dumb Questions Merchandise out of stock Merchandise out of stock Obscure Price Tags Obscure Price Tags Intimidating Service Intimidating Service  “Go away, we don’t want your money!”

4 Chapter 12: The Sensual Shopper Touch Touch  Clothing, Linens, umbrellas, wallets, etc. Sight Sight  Lightbulbs, printers Taste Taste  Any food item Smell Smell  Bacon, coffee, bread, etc. Hearing Hearing  Music, home appliances

5 Chapter 13: The Big Three Store Design (physical premises) Store Design (physical premises) Merchandising (products for sale) Merchandising (products for sale) Operations (what employees do) Operations (what employees do) Important interactions between these three! Important interactions between these three!

6 Chapter 14: Time (real & perceived) “the single most important factor in determining a shopper’s opinion of the service is waiting time.” Address real waiting AND influence perceived waiting time. Address real waiting AND influence perceived waiting time.  I  Orderliness  Companionship  D

7 Chapter 15: Cash/Wrap Blues Self-Service Lanes Self-Service Lanes Location Location  Front of Store?? Save money/cut corners Save money/cut corners  Space  Employees

8 Chapter 16: Magic Acts Shelf Placement Shelf Placement  Away from Competitors Adjacencies Adjacencies  Logical, sensible sequence of products

9 Review Chapter 12: The Sensual Shopper Chapter 12: The Sensual Shopper Chapter 13: The Big Three Chapter 13: The Big Three Chapter 14: Time (real and perceived) Chapter 14: Time (real and perceived) Chapter 15: Cash/Wrap Blues Chapter 15: Cash/Wrap Blues Chapter 16: Magic Acts Chapter 16: Magic Acts


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