Following a recommendation from Steve Denham, I have been reading Paco Underhill’s Why We Buy.
Underhill has great credentials and is one of the pioneers of using anthropology to understand how people shop and why. While experienced retailers will feel much of what the book tells them is common sense, I agree with Mr Underhill that experienced retailers often miss what is under their nose.
His book is remarkably free of lists but contains two that may inspire some local retailers to read the book.
What do shoppers love?
- Touching things
- Mirrors
- Discovering some things all by themselves
- Talking
- Being recognised
- Bargains.
What do shoppers hate?
- Too many mirrors
- Queues
- Being asked dumb questions
- Having to bend over
- Out of stocks
- Obscure price tags
- Intimidating service
The last point explains my lack of Gucci
Adrian
09/07/2010
This is really interesting, Nick. I would add “exclusivity” to the list of what shoppers love. I’m the only shop in the area to sell a couple of local cheeses, and my customers have often remarked how much they like it that they can’t get the same things in Sainsburys.
Steve
09/07/2010
Ah cheeses, check out this shop, http://www.betterretailing.com/2009/09/dutch-lessons-1-a-real-specialist/ .
Yes it is some what out of the way for most British people, but Peter van de Ley tick all the boxes on Paco’s what customers love list. But then he is only delivering what independents can do, some thing different and special.
Steve