- まとめ買いで【さらに5%OFF】 売れ筋 Children's Books 8/11まで
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 Amazon 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.
I view this book as the non-scientific underpinnings of a science (contrary to the sub-title of the book). Mr. Underhill seems like the gentleman scientists of a couple hundred years ago, making excellent and valuable observations, but not having clearly articulated a scientific method that can be applied broadly. This book is certainly worth reading (and for some it may be a real eye-opener), but I feel that a definitive text on the study of buying behavior has yet to be written (or, at least, discovered by me). In favor of this book, it is a fairly easy and quick read, where perhaps a more comprehensive book would not be as accessible. Consider it ...
The book further discusses the different age groups, family configurations, and genders, and how they shop, maximizing the efficacy of signage and packaging, etc. It has many hints to increase sales over short and long periods of time.
It also advocates making stores more family-friendly. As a parent that has failed to successfully negotiate the Gap Kids' fixtures with a stroller and thus decided not to shop there again, I heartily agree with Underhill's suggestions.
Consumers should also read this book to understand the insiduous (and fascinating) means retailers are using to manipulate them into further purchases. We all know how playing Christmas music is supposed to get you in the mood to buy more. This book details different subtle ways in which retailers are modifying their stores to entice you to buy. My favorite: placing a hopscotch game on the cereal aisle, forcing parents to slow down and become more vulnerable to kids' requests for the latest Sugar Bombs. If you feel that retailers are the enemy, this book will provide further proof.