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

General: What Shoppers Love Touch u Internet & Catalogs? ? n Mirrors n Discovery General: What Shoppers Love Touch u Internet & Catalogs? ? n Mirrors n Discovery n Talking n Recognition n Bargains n

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

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

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

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

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

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

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