Paco Underhill Science Of Shopping Summary

Do you ever wonder why the windows of stores are captivating and give you that desire to purchase their item? Well According to Malcolm Gladwell’s “The Science of Shopping,” of an individual named Paco Underhill studies the behavior of American shoppers by looking at the recording footage and statistics of customers inside the stores. Consumer researcher proved that Paco helped increase the income of the retailers by tracing the behavior of shoppers through the lens.

In fact, not taking Underhill’s advice would be a mistake on any businesses’ part. People like Underhill are hired to guide a business in the hopes of making them separate from the rest. Everything catches their eye a successful store location, item placement, where and when an item should be presented to a customer, or where a shopper will move

next, they simply know it all.
A store manager starting from scratch would never be able to make that type of observation without the kind of knowledge Underhill presents himself with. With there being well over a 1 million other business, is what makes this tough for any store to thrive in this industry. This is why taking advice from Underhill can be important and helpful for a business that wants to be known.
Helping customers shop in a more efficient way and helping a business sell in a more efficient way, is something Underhill has perfected to a tee.

Underhill, “who in the past decade and a half has analyzed many hours of shopping footage and, as a result, he probably knows more about the strange habits of the shoppers.

Research and more research is the only way they can be successful in their profession, which is why Underhill studies have been helped by hidden cameras. Even if not every retail anthropologist is like Underhill, you are still able to get a sense of the intelligence these people walk around with. In order for Underhill to explain why a customer acts the way they do, he bases his observation off of those video segments.

Some may be afraid of Underhill’s ability, why? Taking advice from someone who thoroughly enjoys examining the way our retail business runs is rather interesting. It's understandable that some people believe tracking our every shopping move with video cameras seems in many respects the last straw, but once Gladwell spent time with Underhill researching and viewing video segments; he now sees everything in a clearer

picture.
Underhill has secretly learned how to manipulate the shopper. By the setup and location of the store. He turned his observations into a business by sharing them with retail store and grocery store owners. Paco did not let his observation skills go to waste, instead he made a business out of them. His determination and successful ideas took him vary far.