Why do we buy? The Science of Shopping

I’m trying something a,  little different today.  Rather than write a short article about something, I’m recommending a book for you to read.  If Oprah can do it, so can Kole Imports.  A huge part of running a successful retail store is product placement and signage.  This is also something that few people really analyze deeply or consider when setting up their store.  It’s hard to know where to begin or how to measure results. 

When doing anything, rather than try to reinvent the wheel, it’s a good idea to look for some expert advice on the subject and then take that knowledge into your own situation and customize it to meet your needs.  One of these weekends I’m going to put an automatic primary chain adjuster on my Harley, but I’m not just going to start taking things apart and guessing at what to remove and replace and what torque to put on the bolts.  I’ll be reading the shop manual and checking the Internet for other people’s stories on how the install went for them, and find out  if there are any problems I need to look out for.  Placing merchandise in your store should be approached in the same manner.  Learn the most effective places to put signs and merchandise before placing them in your store, and understand how your customers shop.

One of the best books on the subject is Why We Buy:  The Science of Shopping by Paco Underhill.  Paco Underhill worked for a variety of the biggest retailers in the world, analyzing customer behavior and learning how to focus people’s attention on the things the store most wanted to sell.  It’s a great read, and you’re sure to learn a lot from it.  You can probably get it at your local library.  That’s how I read it.  If you want to see a preview of the book and read some of it to see if you like it, you can go to Google Books and read some of it.  Here’s the link:  http://books.google.com/books?id=63ecAoBr-a0C&dq=paco+underhill+why+we+buy&printsec=frontcover

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