B2B - Book Review

8/2/2019 B2B - Book Review

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• Why we buy the Science of shopping – Paco

Underhill (2000 edition)



Paco Underhill

• Paco Underhill describes himself as an urban

geographer and retail anthropologist. He is

the founder of Envirosell, a research and

consulting firm that advises Blue-chip

collection of Fortune 100 companies.



Why We Buy introduces readers to “the science of shopping” and details the

work of “trackers,” who observe the shopping behavior of consumers either

via time-lapse photos, video, or track sheets, which they fill out while trailing

an unknowing customer.

The book is divided into three parts:

• the mechanics of shopping: how people physically react to the layout

of space, other people in the store, etc.

•

the demographics of purchasing: the different behaviours of men,women, seniors, and kids.

• the dynamics of shopping: in other words how shoppers respond

psychologically to the placement of merchandise, packaging, and other

features of the merchandise itself.

Background of the book:



Mehul – Section 1



The Twilight Zone

• Twilight Zone

– Front part of the store

– The parking lot

– and The transition zone





You Need Hands•

Allow your customers to use both hands,• Customers could check-in all their personal belongings and

salesclerks would be instructed dispatch the bags andboxes to the will-call desk near the exit

• The visitor may forget to pick up their items; in that case

the shop could have them delivered to their hotel• The floor would be completed with attended restrooms,

ATMS, a café, etc. By providing this kind of service to bettercustomers would prove to be most profitable on an evenbigger scale.



How to Read a Sign

• A sign is a walk-in container for words and thoughts and messages and ideas, not just paper placed in a store.

• The best possible way to present a clear message, in a logical way is to ask thefollowing questions – What will shoppers be doing here?

– What about here?

–

What will they be thinking about there? – What will they be doing there, etc.

By taking the answers into consideration you can figure out the best zone for the sign.

• A sign must be placed where the shopper will have enough time to read it i.e.Escalators

• The best example of correct sign design and usage would be to look at roadwaysigns. Yes, you read correctly, road way signs. They contain the correct principals;

no extra words, the right sign at the right place; enough signs so that drivers don’tfeel ignored or under informed; not so many signs so that there’s clutter orconfusion



Shoppers Move Like People

• A good store is defined as one that exposes

the greatest portion of its goods to the

greatest number of its shopper for the longest

period of time

• Determine what parts go unvisited due to

poor planning, trackers routinely perform an

hourly “plot” of a store



• A smart store is defined as a store that is designed inaccordance with – how customers walk and where they look.

– understand shoppers’ habits of movement and take advantageof them instead of ignoring them or even worse changing them

– pinball effect. The pinball effect is the felicitous dispersal of merchandise that bounces shoppers throughout the entirestore. To put the effect in simpler terms, the merchandise itself is a tool to keep shoppers flowing.

– boomerang rate. The boomerang rate measures of how many

times shoppers fail to walk completely through an aisle, fromone end to the other. One way for retails to end this problem isto position the most popular goods halfway down the aisle, andmanufacturers should attempt to do just the opposite to keeptheir products as near the end of the aisle as possible.



Pradeep



YOU ARE TOO YOUNG(OLD BABY BOOMERS)

• By 2025,American people(1/5) will be sixtyfive or older

• Improved health care ,nutrition , fitness and

cosmetic surgery , at seventy ,she’ll look andfeel at 50.

• Having numbers and dollars ,but with age

human eyes begin to falter• For ex: current study of news paper

readership



If you Can………

• Large customer for today’s drugstore

• To read labels , directions and warning ondrugs(91%)

• Merchandising material for large saving Bank

• Signage at major Hotels

• Retail shoppers

• Suppermarkets

• Ongoing changes ATM



KIDS

• Shopping effect on children-kids go

everywhere

• Shopping-leisure outing

• Marketplace wants kids-You’re an economic

force ,now and future –that’s what counts

• Store unwelcome to kids-shut out

• Store design , fixture-determines kid-friendly

or kid-avoidant



• Kids-enthusiastic consumers , want to sell them ,

you have to put it where the can see and reach

• For car salesman or a bank loan officer-parents

close attention required then first find a way todivert attention of restless , bored child

• Supermarket-forefront of exploiting the hands-on

shopping style of children , offer candy-freecheckouts



• E.g. McDonald’s-appeal to kids not only

through its menu but with toys and licensed

• Smart bookseller-stock and shelves by gender

• Toys-kids real decision maker

• Since women still do most of the shopping , it

makes sense to place product for children

near sections being shopped by their mother



Section 4

Dynamics of Shopping



See Me, Feel Me, Touch Me, Buy Me:

The Dynamics of Shopping

(How shoppers respond psychologically to the

placement of merchandise, packaging, andother features of the merchandise itself)



What Do Shopper’s Love

• Touch

• Mirrors

•

Discovery• Talking

• Recognition

• Bargains



What Do Shopper’s Hate

• Too Many Mirrors

• Lines

•

(Being Forced to ask) Dumb Questions• Merchandise out of stock

• Obscure Price Tags

• Intimidating Service – “Go away, we don’t want your money!”

h l h



The Sensual Shopper

The importance of engaging the senses in

the Shopping Experience

• Touch

– Clothing, Linens, wallets, etc.

• Sight

– Lightbulbs, printers

• Taste

– Any food item

• Smell

– coffee, bread, Perfumes

• Hearing

– Music, home appliances



The big three

Design (the premises), Merchandising (Whatever we put in them), Operations

(Whatever employees do).

These Big Three, seemingly separate, are in fact totally intertwined ,interrelated

and interdependent.

The larger lesson is if one of the big three is strengthened, it takes some of the

pressure of the other and if not it will pass the burden on to the remaining two.

This is not a good thing or bad thing- it is just the geometry that rules the

shopping universe.



Time, real and perceived

Every stores has good time ( anytime a customer is shopping – you wantstretch) and Bad time ( is when the customer is made to wait- you want tobend)

A short wait enhances the entire shopping experience and long one poisons

it.Time is the cruel master in the world of shopping : taking care of customer in2 min is a success, and doing it in 3min is a failure.

Measures To turn bad time into good time :

InteractionOrderliness

Companionship

Diversion



Cash /wrap blues

Many things go wrong here. Reduce theft and other good ideas: combining

the two ( cash and wrap station) is frustrating for the customer.

Measures :

Do it your self station, complete with papper, ribbons, tissue, scissors and

tape and no employees at all.



Magic Acts

This chapter is all about getting products to jump up and hit shoppers in theeye.

Layout of stores

Add-ons - up selling

Linking products: in book store, put the kid's books & health books near thewomen's books.

Ex:

The Gap now sells fragrance and candles.

Club monaco clothing stores sell cosmetics.



Cyberspace

• From email communication to cybersex and even

to the extent of falling in love and getting married

online.

• Then came the era of e-broking

• ecom found home in the world of b2b – that

offered convenience and efficiency.- order forms.

delivery schedules, pricing and availability … • Integration of brick and mortar and online

shopping:



• Advantages of cyber shoppinbg:

– Limitless selection,

– Price Comparison

–

Convienience – Speed

– Information

The HUMAN TOUCH:

– Touch, trial, – Immediate gratification and

– social interaction



• Some tips for a successful online business:

– Wesites that don’t make clear what they can and

cannot do

– Don’t put too many workds on the homepage -shoppers willmiss a lotofthm

– Sites have to be attractivly designed with enouggh

blank spaces to make type readable – Get the navigation simple and landing quick\

– Maintain it regularly



Self Exam

• encourages individuals to observe their own stores, first from afar,then incrementally closer, until they finally analyze their businessesfrom within.

• encourages innovative thinking by prompting entrepreneurs tocompare their retail formats with those in different industry,

• he book store experience:

– The external view – signage and directions

– The right out side – small merchandise make a lousy window display

– Inside the store – basket for books, the entrance , fliers andpamphlets,

– The cash wrap section

– The books stack display



To conclude

• Right product right place and right time-

SURVIVAL

• Competition is between every other demand on

consumer time and money

• Twenty-first century customer will be the king-

The world of retail is about following shoppers

where they are going• Loyalty of shoppers last only tuill the afterglow of

the most recent shopping experiecne.



• More responsibility and authority down to the

store manager

• Teach managers how-to make sure the store is

serving customers.

• Element of creativity, even small little alters

have larger impact just like in a world where

marketing focuses on strategy tactics are been

ignored.

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