Why We Buy: The Secret Science of Shopping that Increases Wallet Share

Why We Buy: An Introdution

“Why We Buy: The Science of Shopping” is a book written by Paco Underhill, a retail consultant and environmental psychologist. The book delves into the psychology and behavior of shoppers and explores the factors that influence their purchasing decisions. Underhill combines insights from psychology, anthropology, and marketing to provide a comprehensive look at the science behind consumer behavior.

The book covers various aspects of shopping, such as store layout, product placement, signage, and even factors like lighting and music. Underhill emphasizes the importance of understanding how shoppers move through a retail environment, what catches their attention, and what influences their decision-making. By studying these aspects, retailers can optimize their stores to increase sales and improve the overall shopping experience.

“Why We Buy” has been a popular resource for retailers and marketers looking to enhance their understanding of consumer behavior and improve their strategies for attracting and retaining customers. The book provides practical insights that can be applied to real-world retail environments, making it a valuable tool for those in the retail industry.

Part 1: The Science of Shopping

1. Explanation:
The first part of Paco Underhill’s book “Why We Buy: The Science of Shopping” serves as an introduction to the science behind consumer behavior in retail environments. It sets the stage for understanding the intricacies of shopping by emphasizing the importance of scientific research and observation in this field. Underhill explores how retailers can benefit from a better comprehension of consumer behavior and shopping patterns, ultimately improving their business strategies.

2. Key Concepts:
a. The Birth of a Science: Underhill begins Part 1 by highlighting the evolution of retail into a science. He argues that traditional retail practices, which often relied on intuition and guesswork, have evolved into a scientific discipline where observations, data collection, and analysis play a crucial role in understanding why people buy what they do.

b. The Unseen Factors: One of the central themes of this part is that there are many factors influencing shopping behavior that go unnoticed. These factors can include store layout, lighting, product placement, and signage. Understanding and optimizing these aspects can have a profound impact on sales.

c. Data-Driven Retailing: Underhill emphasizes the importance of data collection in understanding shopping behavior. He highlights the value of in-store observations and customer tracking to gather valuable insights. By studying patterns of movement and customer interactions with products and displays, retailers can make informed decisions to enhance the shopping experience.

3. Examples:
a. Aisle Placement: Underhill presents an example of how retailers often overlook the significance of aisle placement. He notes that when products on a shopping list are placed at the back of the store, customers are more likely to make impulse purchases as they navigate through the store to find what they need. This strategic placement can increase sales and is an example of how retailers use scientific insights to optimize sales.

b. Shopping Cart Size: The book delves into how shopping cart size affects consumer behavior. When shopping carts are too small, customers tend to make quicker, more focused trips, while larger carts encourage more leisurely shopping and impulse buying. Understanding these subtleties can help retailers decide on the size and design of their shopping carts.

c. The Impact of Sensory Factors: Part 1 also introduces the concept of sensory factors, such as music, lighting, and scents. These can significantly influence how customers feel in a store and impact their likelihood of making a purchase. For example, the use of pleasant background music can create a more enjoyable shopping environment, potentially leading to increased sales.

Part 2: The Mechanics of Shopping

1. Explanation:
The second part of Paco Underhill’s book, “Why We Buy: The Science of Shopping,” explores the mechanics of shopping behavior. In this section, Underhill delves into the intricacies of how shoppers move through a retail environment, what influences their decisions, and how retailers can capitalize on these dynamics. This part of the book serves as a practical guide for retailers and marketers looking to optimize their stores and create a more customer-centric shopping experience.

2. Key Concepts:
a. The Twilight Zone: Underhill introduces the concept of the “twilight zone,” which is the area just inside a store’s entrance. It’s a critical space where shoppers make key decisions about their shopping trip. Retailers can utilize this area for promotions, displays, and signage to grab customers’ attention and encourage them to explore further.

b. You Need Hands: This section emphasizes the role of hands in shopping behavior. Shoppers use their hands to touch, pick up, and examine products. Understanding the ergonomics of handling merchandise can help retailers design more shopper-friendly displays.

c. How to Read a Sign: Effective signage is a critical component of a successful store. Underhill discusses how customers interact with signage, noting that shoppers often read signs in a specific order. Retailers can use this insight to place important messaging where it’s most likely to be seen.

d. Dynamic Shopping: Shoppers move dynamically, and their movements are influenced by the store layout, the presence of other shoppers, and their own personal preferences. This concept highlights the importance of considering store design, aisle width, and product placement to create a smooth shopping experience.

3. Examples:
a. In-Store Signage: Underhill provides examples of how signage placement can impact shopper behavior. For instance, placing a “Sale” sign near the entrance can immediately attract budget-conscious shoppers, encouraging them to explore the store.

b. Product Accessibility: The concept of “You Need Hands” underscores the significance of making products accessible for shoppers to touch and examine. For example, in a clothing store, merchandise should be displayed at a reachable height and with sufficient space for customers to comfortably browse.

c. Dynamic Store Layout: The idea of dynamic shopping behavior is exemplified by changing store layouts in response to different shopping seasons. During holiday seasons, retailers often rearrange their stores to accommodate higher foot traffic and specific product displays, catering to changing customer dynamics.

Part 3: The Demographics of Shopping

1. Explanation:
Part 3 of Paco Underhill’s book, “Why We Buy: The Science of Shopping,” delves into the demographics of shopping. This section explores how gender, age, and other demographic factors influence shopping behavior. Underhill examines the differences in how men and women shop, as well as the unique preferences and behaviors of various age groups. Understanding these demographic factors is crucial for retailers to tailor their marketing and store design to specific customer segments.

2. Key Concepts:
a. Shop Like a Man: Underhill highlights the distinct shopping styles of men and women. Men often prefer to shop with a specific purpose in mind, focusing on efficiency, while women tend to engage in more exploratory and social shopping experiences. Retailers can use this insight to design store layouts and marketing strategies that appeal to both genders.

b. What Women Want: This section explores the factors that appeal to female shoppers. It covers topics like store design, product presentation, and service quality that can enhance the shopping experience for women.

c. If You Can Read This You’re Too Young: Underhill discusses how different age groups have varying shopping behaviors and preferences. For example, younger shoppers may be more technologically savvy and open to online shopping, while older shoppers may prioritize in-store experiences.

d. Kids: The part also touches on the influence of children on shopping behavior. Parents’ shopping patterns can be significantly affected by the presence of kids, which has implications for store layouts, product placements, and the availability of amenities.

3. Examples:
a. Targeting Men and Women: Retailers often tailor their marketing strategies to target specific genders. For example, car dealerships may focus on a masculine appeal in their advertisements and showroom design to attract male customers, while boutiques may create a more inviting and visually appealing atmosphere to cater to female shoppers.

b. Store Design for Different Age Groups: Supermarkets might arrange product displays and signage differently based on their customer demographics. For instance, products appealing to younger shoppers might be positioned at eye level, while those catering to older customers are located at a more accessible height.

c. Shopping with Children in Mind: Stores that cater to families may provide amenities like play areas or shopping carts designed for parents with children. These considerations aim to create a more pleasant shopping experience for parents and their kids.

Part 4: The Dynamics of Shopping

1. Explanation:
Part 4 of Paco Underhill’s “Why We Buy: The Science of Shopping” delves into the dynamics of shopping behavior, emphasizing the sensory and experiential aspects that influence consumers in making purchasing decisions. Underhill explores how our senses, particularly sight, touch, and sound, play a crucial role in shaping the shopping experience. This part sheds light on how retailers can optimize these sensory factors to increase sales and create a more engaging shopping environment.

2. Key Concepts:
a. The Sensual Shopper: Underhill introduces the concept of the “sensual shopper.” Shoppers often rely on their senses to evaluate products, which is why retailers must focus on providing a multi-sensory shopping experience that appeals to sight, touch, and other senses.

b. The Big Three: This section outlines the importance of the three key sensory elements in shopping: color, lighting, and signage. Each of these elements can significantly impact a shopper’s perception and their likelihood to make a purchase.

c. Time: Time management is an essential aspect of the shopping experience. Underhill discusses how factors like waiting in line and store layout can affect a shopper’s perception of time, influencing their overall satisfaction with the shopping trip.

d. Cash/Wrap Blues: The cash register or checkout area, known as the “cash/wrap” in retail jargon, plays a crucial role in the shopping experience. It’s the last point of contact between the shopper and the store, and the way it is designed can impact the final impression a customer has.

e. Magic Acts: Underhill discusses the role of merchandising and product presentation. Retailers often use “magic acts” – creative and eye-catching displays or promotions – to capture the shopper’s attention and entice them to make a purchase.

3. Examples:
a. Sensory Retailing: Retailers such as Apple have mastered the art of sensory retailing by creating sleek, minimalist store designs that emphasize touch and feel. The physical layout of Apple stores encourages customers to interact with the products, enhancing the sensory experience.

b. Lighting Matters: High-end boutiques often use sophisticated lighting to create a warm and inviting atmosphere, making shoppers feel comfortable and more likely to spend time exploring products.

c. Checkout Experience: Supermarkets and retail chains have experimented with checkout automation to reduce waiting times. Self-checkout kiosks and mobile payment options can make the process faster and more convenient for shoppers.

d. Impulse Buys: Stores like IKEA strategically place smaller items near the checkout area, encouraging last-minute, impulse purchases by capitalizing on the customer’s sense of time and proximity to the cash/wrap.

Part 5: The Culture of Shopping

1. Explanation:
Part 5 of Paco Underhill’s “Why We Buy: The Science of Shopping” explores the cultural aspects of shopping and how external factors, including technology and global trends, influence consumer behavior. This section delves into the impact of the internet, the role of travel, and the significance of cultural diversity in shaping the modern shopping experience.

2. Key Concepts:
a. The Internet: Underhill discusses how the internet has transformed shopping. Online shopping, e-commerce platforms, and the digital marketplace have reshaped consumer behavior, allowing for a more personalized and convenient shopping experience. This section emphasizes the importance of e-commerce in modern retail.

b. Come Fly with Me: Travel and global trends play a crucial role in shaping consumer preferences and behaviors. People who travel frequently may be exposed to different shopping environments and product offerings, leading to diverse expectations when shopping.

c. Windows of the World: Store displays and visual merchandising are critical in attracting customers and conveying a brand’s image. Retailers must consider cultural differences and adapt their displays to resonate with local consumers.

d. Final Thoughts: Underhill concludes this part by summarizing the major themes discussed and underlining the significance of adapting to changing cultural and technological influences in the world of retail.

3. Examples:
a. E-commerce Giants: Amazon and Alibaba are examples of e-commerce giants that have redefined the shopping landscape. They use advanced algorithms to personalize recommendations and streamline the shopping process, making it more convenient for consumers.

b. Cultural Adaptation: International retail chains like McDonald’s adjust their menus to cater to the tastes and preferences of consumers in different countries. For instance, McDonald’s offers McSpaghetti in the Philippines to accommodate local food preferences.

c. Global Brands: Luxury fashion brands like Louis Vuitton and Gucci adapt their store designs and product offerings to create a consistent yet culturally relevant shopping experience across various countries. Their store layouts may reflect local architectural styles and cultural nuances while staying true to their global brand image.

d. Technology and Augmented Reality: Some retailers have integrated technology like augmented reality (AR) into their shopping experience. For example, home improvement stores may offer AR apps that allow customers to visualize how furniture will look in their homes, enhancing the shopping experience.

A Step-by-step Guide that explains the Key Principles

Certainly, here’s a detailed step-by-step blueprint guide that explains the key principles from Paco Underhill’s “Why We Buy: The Science of Shopping” to help you create a successful retail environment:

Step 1: Store Layout and Design

• Principle 1: Strategic Entrance: Design an attractive entrance area to capture customers’ attention as they enter your store. Ensure that it provides a welcoming and enticing first impression.
• Principle 2: Customer Flow: Create a strategic store layout that maximizes customer flow and guides them through the store efficiently. Optimize aisle width and product placement to enhance the shopping experience.

Step 2: Sensory Appeal

• Principle 3: Sensory Factors: Pay attention to sensory factors such as lighting, music, and scents. Choose lighting that creates a warm and inviting ambiance and select music that complements your store’s atmosphere and engages customers emotionally.
• Principle 4: Visual Merchandising: Use effective visual merchandising techniques to highlight products, create visually appealing displays, and provide an aesthetically pleasing shopping environment.

Step 3: Targeted Marketing

• Principle 5: Targeted Marketing: Implement targeted marketing strategies to appeal to different customer segments. Tailor your advertising materials, both online and in-store, to match the demographics and preferences of your local customer base.

Step 4: Time Management

• Principle 6: Efficient Time Management: Focus on time management to optimize the shopping experience. Ensure efficient checkout processes, minimize waiting times, and provide a smooth and timely customer journey.

Step 5: Inclusivity

• Principle 7: Family-Friendly Atmosphere: Create a family-friendly environment by offering kid-friendly menu items, high chairs, and other amenities for families.
• Principle 8: Dietary Diversity: Consider dietary restrictions and provide a variety of menu options to cater to a diverse customer base, including those with specific dietary preferences or requirements.

Step 6: Mobile and Online Ordering

• Principle 9: Embrace Technology: Recognize the importance of online and mobile ordering. Develop a user-friendly website and app for customers to place orders conveniently. Streamline the delivery and pickup process to enhance the shopping experience and meet the demands of tech-savvy customers.

Step 7: Local Cultural Sensitivity

• Principle 10: Cultural Adaptation: Consider the local cultural context of your restaurant’s location. Adapt your menu, decor, and service style to resonate with the local community and cultural preferences.

Step 8: Sustainability and Environmental Concerns

• Principle 11: Sustainable Practices: Implement eco-friendly and sustainable practices in your restaurant. Use biodegradable packaging, source ingredients locally when possible, and take steps to reduce your environmental impact.

Step 9: Consistent Customer Feedback

• Principle 12: Customer Feedback Loop: Establish a systematic process for gathering customer feedback. Listen to your customers and use their input to make continuous improvements in your service, menu offerings, and overall shopping experience.

By following this step-by-step blueprint guide based on the principles outlined in “Why We Buy,” you can create a retail environment that not only attracts customers but also keeps them coming back for a positive and enjoyable shopping and dining experience. These principles will help you tailor your approach to meet the needs and expectations of your diverse customer base, providing a successful and customer-centric retail experience.

Additional Reading

1. “Buyology: Truth and Lie About Why We Buy” by Martin Lindstrom
2. “Influence: The Psychology of Persuasion” by Robert B. Cialdini
3. “The Power of Habit: Why We Do What We Do in Life and Business” by Charles Duhigg
4. “Predictably Irrational: The Hidden Forces That Shape Our Decisions” by Dan Ariely
5. “Nudge: Improving Decisions About Health, Wealth, and Happiness” by Richard H. Thaler and Cass R. Sunstein
6. “Hooked: How to Build Habit-Forming Products” by Nir Eyal
7. “Priceless: The Myth of Fair Value (and How to Take Advantage of It)” by William Poundstone
8. “The Paradox of Choice: Why More Is Less” by Barry Schwartz
9. “Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy” by Martin Lindstrom
10. “Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds” by Susan Gregory Thomas
11. “Delivering Happiness” by Tony Hsieh
12. “The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell
13. “The Paradox of Choice: Why More Is Less” by Barry Schwartz
14. “Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy” by Martin Lindstrom
15. “The Power of Habit: Why We Do What We Do in Life and Business” by Charles Duhigg