summary of “The Science of Shopping” The article titled the science of shopping by Malcolm Gladwell speaks about the buyers behavior as applied to the US customers. In the following essay I will present a summary o fthe article, show several key points, as well as to speak about Paco Underhills key retail strategies. The article starts by saying that just like in driving, Americans usually keep to the right when then walk down the isles of the shopping malls and the sidewalks. By the same token, the malls and the airports should and usually do place the shops that sell conventional goods to the right while emotional goods (food-related and entertainment) to the left expecting the customers to cross the human traffic for foods only. The speed of customers when walking is of great importance for marketers, too. When people walk fast it is hard for them to stop right away. Thus, it is not recommended to place shops next to banks, because once the customers speed up to pass by the (uninteresting) bank, they might slow down past the shop located next to the bank.
The decompression zone, is the zone inside each shop that starts at the entrance and comprises from 5 to 15 paces and which should be depraved of anything valuable (e.g. goods, shopping carts, promotional stands) because in this zone the customers do not see anything. The article proceeds by saying that Paco Underhill originally learnt urban anthropology from William Whyte in Columbia University yet later started to work on the ways to build up on his ideas and benefit the businesses across the country. Paco Underhill is very popular nowadays because of the retail crisis when the companies need to know how the shoppers behave and move to assure the proper product positioning. Paco Underhill for instance, developed the butt-brush theory that states that womans conversion from a browser to a buyer is negatively correlated with her being brushed on her behind (by other shoppers who pass by).
This paper seeks to prepare a critique of the article entitled “Best practices in achieving a customer-focused culture” by Bartley, B. et al. (2007). The nature of the critique to be applied is literature critique and an evaluation on the authors’ ideas, methods and results. The framework to make the evaluation is to whether the conclusions are supported by evidence, whether the methodologies and ...
Thus, if one wants to sell something to women, she/he should place the merchandise so that women have enough personal space and are not brushed by the passing by customers.
The invariant right of Joseph Weishar states that because we absorb the information with the left part of the brain and process it with the right part of the brain, then we are supposed to buy goods at a 45 degree angle to the right from the entrance after having examined the whole place from the left to the right. Paco has also found out that the US males started to buy their underwear by themselves for the past several years and that certainly should let the retailers know that they need to readjust to the changing environment of buying habits. Paco discovered that the wooden tables that companies like Gap and Banana Republic use are created to symbolize kitchen tables where one picks up food. Here one is expected to pick up and touch clothes and thus buy them. The article also pointed out the need for the stores to invite the customers as deep as possible into the store which would assure that they would buy at least anything. Therefore, most stores try to put different things in different place so that customers walk from one side of the store to another and possibly be enticed to buy something else or something more. Paco would then speak about some statistics such as that a customer before buying something on average would examine about 4 items and buy one. Still he noted that a good retailer would entice the customer to buy complementary goods (add-on sale), too, such as pants, belts, socks etc. Finally, the article speaks about the psychological levels of tolerance for confusion among men and women and notes that the stores dedicated to men should possess less choice, less colors and simple fashions so that men do not get confused but rather get the product. The article then goes on speaking about different stores: Banana Republic, Gap, Calvin Klein, Versace and Ralph Lauren, as well as about the different ways aimed to lure the customers and to create an unforgettable experience for them.
Let's take a look at "A Good Man Is hard to Find".O'Conner really puts the reader in the middle class mode and trough's a little religion at us . In this I mean that she really took us to a important part of her mind and writing. One mite say that she lets the Devil come out in her own little way. In reading " A Good Man is Hard to Find" O'Conner puts me in a setting of a lower middle class family ...
Bibliography: Malcolm Gladwell, The Science of shopping, November 4, 1996,.