Transcript Why We Buy by Paco Underhill

Why We Buy
by Paco Underhill
Chapters 1-2:
The Science of Shopping
Background
Envirosell-What is it??
 Anthropology meets the retail store
 What is a “track sheet?”
 Observation or spying?
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Purpose
“The science of shopping is ….. a highly
practical discipline concerned with using
research, comparison and analysis to make
stores and products more amendable to
shoppers.”
Why not just use scanner data?
Why not just use customer
interviews?
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Some Key Terms
Conversion Rate
 Time in Store
 Interception Rate
 Waiting Time
 “Butt Brush” Factor
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