Why We Buy

by Paco Underhill
Chapters 3-7:
The Mechanics of Shopping
Key Topics
 Chapter 3: The Transition Zone
 Chapter 4: Bags/Baskets
 Chapter 5: Signs
 Chapter 6: Physical Flow
 Chapter 7: Seating
Transition Zone
 What is it?
 Good ideas for the Transition Zone
 Bad ideas for the Transition Zone

 Field Trip Assessment??

Bags & Baskets
 Where are they (typically)?
 Why??

 Where should they be?

 Why??

 Features of bags/Baskets??

 Field Trip Assessment?

Signs
 Location

 Details (words, contrast, clarity, etc.)

 Directions vs. General Information

 Field Trip Assessment?

Physical Flow
 Front Right Phenomenon
 Do You Walk Forward or Walk Sideways??
 “Chevroning”

 Boomerang Effect
 Get to the Back!
 Dead Space??

 Field Trip Assessment?

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?

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