Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond (平装) 1416595244
• The latest trends in online retail -- what retailers are doing right and what they're doing wrong -- and how nearly every Internet retailer from iTunes to can drastically improve how it serves its customers.
• A guided tour of the most innovative stores, malls and retail environments around the world -- almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing.
The new Why We Buy is an essential guide -- it offers advice on how to keep your changing customers and entice new and eager ones.
1.A Science is Born
2.What Retailers and Marketers Don't Know
II WALK LIKE AN EGYPTIAN: THE MECHANICS OF SHOPPING
3.The Twilight Zone
4.You Need Hands
5.How to Read a Sign
6.Shoppers Move Like People
7.Dynamic
III MEN ARE FROM HOME DEPOT, WOMEN ARE FROM BLOOMINGDALE'S: THE DEMOGRAPHICS OF SHOPPING
8.Shop Like a Man
9.What Women Want
10.If You Can Read This You're Too Young
11.Kids
IV SEE ME, FEEL ME, TOUCH ME, BUY ME: THE DYNAMICS OF SHOPPING
12.The Sensual Shopper
13.The Big Three
14.Time
15.Cash/Wrap Blues
16.Magic Acts
V SCREEN SAVERS, JET LAG AND WHIRLING DERVISHES: THE CULTURE OF SHOPPING
17.The Internet
18.Come Fly with Me
19.Windows of the World
20.Final Thoughts
Acknowledgments
Index
Okay, stroll, stroll, stroll...stop.
Shhh. Stay behind that potted palm. Get out your clipboard and pen.
Our subject is the fortyish woman in the tan trench coat and blue skirt. She's in the bath section. She's touching towels. Mark this down -- she's petting one, two, three, four of them so far. She just checked the price tag on one. Mark that down, too. Careful -- don't get too close -- you don't want her to see you. She picked up two towels from the tabletop display and is leaving the section with them. Mark the time. Now, tail her into the aisle and on to her next stop.
Thus begins another day in the vineyards of science, specifically the science of shopping. But let's start by addressing a fundamental question: Since when does such a scholarly discipline even exist?
Well, if, say, anthropology had devoted a branch of itself to the study of shoppers in situ (a fancy Latin way of saying shoppers out shopping), interacting with retail environments (stores, but also banks and restaurants), the actual, physical premises, including but not limited to every rack, shelf, counter and table display of merchandise, every sign, banner, brochure, directional aid and computerized interactive informational fixture, the entrances and exits, the windows and walls, the elevators and escalators and stairs and ramps, the cashier lines and teller lines and counter lines and restroom lines, and every inch of every aisle -- in short, every nook and cranny from the farthest reach of the parking lot to the deepest penetration of the store itself, if anthropology had already been studying all that...and not simply studying the store, of course, but what, exactly and precisely -- scientifically -- human beings do in it, where they go and don't go, and by what path they go there; what they see and fail to see, or read and decline to read; and how they deal with the objects they come upon, how they shop, you might say -- the precise anatomical mechanics and behavioral psychology of how they pull a sweater from a rack to examine it, or read a box of heartburn pills or a fast-food restaurant menu, or grab a shopping basket, or react to the sight of a line at the ATMs...again, as I say, if anthropology had been paying attention, and not just paying attention but then collecting, collating, digesting, tabulating and cross-referencing every little bit of data, from the extremely broad (How many people enter this store on a typical Saturday morning, broken down by age, sex and size of shopper group?) to the extremely narrow (Do more male supermarket shoppers under thirty-five who read the nutritional information on the side panel of a cereal box actually buy the cereal compared to those who just look at the picture on the front?), well, then, we wouldn't have had to invent the science of shopping. In 1997, when this volume was originally written, the academic world knew more about the marketplace in Papua New Guinea than what happened at your local supermarket or shopping mall. Twentieth-century anthropology wasn't about what happened in your backyard.
In 1997, I'd been fighting for what I knew was right for more than ten years -- and since then, a whole lot has changed. Companies across the world are now employing anthropologists to staff what have been popularly titled shopper and consumer insight groups. Ethnologic studies (that is to say, a science that breaks down humans into races, cultures and their
| 出版社 | Simon & Schuster |
|---|---|
| 作者 | Paco Underhill |