OK – I have heard it for the last 25 years – Retail is about creating an experience. Then, in 2018’s Link Magazine article with Gifts and Dec’s Nancy Wolkow, she tells us it is the most important part of success in retail right now! But I’m are still confused about how to create an experience without spending millions of dollars on consultants and fancy buildings.
Almost 20 years ago, Paco Underhill, an environmental psychologist, showed us how to apply observations about human nature and our customers to the shopping experience. Mr. Underhill explains how we can increase sales by altering mood and atmosphere. You have been watching shoppers for years, let’s use that knowledge to create more sales.
One of my favorite observations that he had in the book was that when shoppers do not have room for more products, they tend to stop shopping. In one store, he increased the shopping cart size by 20% and sales increased 15%. Where I was working, we didn’t have money for new shopping carts but we could train our floor staff. So we created a dedicated shelf area by the register and whenever we saw customers with product in their hand, we offered to bring it to the front for them. This little change cost nothing, upped the retail experience, and increased sales instantly.
“Why We Buy” is a quick read and helps put you on the path to becoming a retail experience guru!
If you haven’t read it, I suggest you get it today! If you read it 20 years ago like me, it is time to reread it. It is well worth the time investment!
Why We Buy: The Science Of Shopping Paperback – June 2, 2000
by Paco Underhill (Author)