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
Internet & Catalogs??
Mirrors
Discovery
Talking
Recognition
Bargains

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

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

5. Chapter 13: The Big Three Store Design (physical premises)
Merchandising (products for sale)
Operations (what employees do)
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. I
Orderliness
Companionship D

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

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

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