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Why We Buy

Paco Underhill's Why We Buy is a primer to the anthropology of shoppers interacting with retail environments. The book deals with bricks-and-mortar shops, but has a short chapter about online shopping.

The most worthwhile aspect of the book is that it shows how detailed in-situ studies of shoppers shopping and subsequent refinements to the layout of a shop can raise sales significantly.

A pleasant surprise to me was that the art of making shoppers buy is not as much about seducing or bullying customers. It's more about usability: How to remove obstacles, how to help people find what they are looking for and how to make shopping more convenient and pleasant. This proves that usability isn't merely a nice-to-have

Links:

  • Read more reviews and buy the book at Amazon.com Open link in new window
  • Read more reviews and buy the book at Amazon.co.uk Open link in new window

Henrik Olsen - April 09, 2002

See also: Books (47) 

 

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