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The findings from "Why We Buy" can be applied to improve merchandising strategies in several ways. Firstly, creating a comfortable shopping environment can encourage customers to spend more time in the store, increasing the likelihood of purchases. This can be achieved by avoiding narrow aisles to prevent the "butt brush" effect and providing seating for customers. Secondly, understanding the mechanics of shopping, from the parking lot to the back of the store, can provide valuable insights into customer behavior and preferences. These insights can be used to optimize store layout and product placement, ultimately enhancing the shopping experience and boosting sales.
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The longer customers spend in a store, the more likely they are to buy. This section teaches how to keep them in the store longer by creating a comfortable place to shop. Narrow aisles may seem to be making the most of the space available, but the "butt brush" effect, where customers are just too close to be comfortable, says otherwise. Having seating for customers may seem like an extra expense, but Why We Buy proves that having somewhere to sit down keeps customers in the store longer. From the parking lot to the back of the store, the mechanics of shopping tells retailers a lot about how customers feel when they are in a store.
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Why We Buy is filled with decades of research into customer behaviors. By watching customers as they move through stores, Underhill has been able to c...
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