“Why We Buy: The Science of Shopping” by Paco Hill is a fascinating read. The book provides amazing insights in to the shopping behaviour of the customers, which can be applied in the retail industry. The book is valuable for anyone working in retail, restaurant, hotels etc.
Few insights for retailers in the book.
People don’t like to bend. I remember switching from Gorkha extra strong to Barahsinghe extra strong just because Gorkha was kept below in the refrigerator.
Men are hunters and women are gatherers. If a man tries, there is a higher chance that he will buy. But can’t be said the same for the woman. Make it easy for the men to try.
Customers always underestimate what they want to buy. Shopping carts only at the entrance might not be the idea.
People shop with hands. Make sure they can use them. If you see a person shopping with the helmet in his hands help him out.
People slow down near the mirror. They mostly move towards rights.
Provide clear signs and labels to help the customers. Slow them down and make them spend more time by making their experience enjoyable not by confusing them.
A chair says we care. Add a chair even if it means decreasing the merchandise. The book provides plethora of suggestions that can help increase the retailers increase the conversion rate or sell more.
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