Need to Know

Why We Buy: The Science of Shopping, by Paco Underhill, should be required reading for retailers, and maybe consumers too. As much as why, Underhill covers the "how" of shopping: why consumers move through stores the way they do, why they notice what they notice and pick up what they pick up, and how retailers can minimize roadblocks and maximize ease to improve the customer’s shopping experience, and the bottom line. From making the shopping cart bigger to eliminating the "butt-brush" factor, his ideas will make you say "why didn’t I think of that?"