With levels of wealth rising in many places on our planet, more and more people have more money then they would actually need. Women now have more independent roles, even if they are not head of a household.
So what are they doing with that new found freedom? They hold pilgrimmages to malls and shopping streets from Sao Paulo to Tokyo.
Unfortunately, this book does not really analyse the deeper causes of this curious behaviour. Rather, it looks at how shopkeepers can extract more money from these people's (and your) wallets and credit cards.
As the CEO of Envirosell, Paco Underhill has studied people's behaviour in shops, banks, malls, and cinemas around the globe. In this book he chats about his company (you can easily skip the first 40 pages), and the most important issues shopkeepers need to keep in mind, all peppered with many, mostly American, examples.
It all starts with making stuff easy to grab for the human physique, which changes during our lifetime. Plus people want a pleasurable experience, hence no intimidating queues, but clean and attractive (ladies) loos. Managers at head offices, of which he is quite critical, should keep the relation between the three major factors of shop design (design of premises and where and how merchandise is showcased, the merchandise itself, and staff - both number of staff and procedures) in balance.
Mr. Underhill digs a little deeper in the chapter The Sensual Shopper. For much merchandise, the possibility to hold and touch an article will greatly influence the buying decision....Continua