How does 'Why We Buy' challenge existing paradigms about customer behaviors in retail?

'Why We Buy' challenges existing paradigms about customer behaviors in retail by providing insights based on decades of research into customer behaviors. It reveals that people shop in many different ways and that understanding these differences can help retailers improve their services for different customer groups. For instance, it highlights that women spend the most time in a store when they are with another woman and the least amount of time when they are with a man. This kind of information gives retailers a chance to see where they can improve for customer groups. By understanding what their customers want, retailers can create a personalized shopping experience for each customer and increase sales.