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?

  1. Touching things
  2. Mirrors
  3. Discovering some things all by themselves
  4. Talking
  5. Being recognised
  6. Bargains.

What do shoppers hate?

  1. Too many mirrors
  2. Queues
  3. Being asked dumb questions
  4. Having to bend over
  5. Out of stocks
  6. Obscure price tags
  7. Intimidating service

The last point explains my lack of Gucci