While I don't have a direct quote from Paco Underhill's "Why We Buy" regarding clustering and customers being overwhelmed, his research does touch on these topics. Underhill emphasizes the importance of store layout and design in influencing customer behavior. He suggests that a cluttered, overwhelming store environment can deter customers and negatively impact sales. Retailers should strive to create a pleasant, easy-to-navigate shopping experience that appeals to all five senses. This includes avoiding excessive product clustering that can confuse or overwhelm shoppers.
Why We Buy is filled with decades of research into customer behaviors. By watching customers as they...
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