'Why We Buy' presents several innovative ideas to keep customers in the store longer. One such idea is to avoid the 'butt brush' effect by ensuring aisles are not too narrow, as customers need to feel comfortable while shopping. Another idea is to provide seating for customers. Although it may seem like an extra expense, the book proves that having somewhere to sit down keeps customers in the store longer. The book also emphasizes the importance of understanding the mechanics of shopping, from the parking lot to the back of the store, to improve the overall customer experience.

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Why We Buy

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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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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Some potential challenges retailers might face when implementing the strategies suggested in "Why We Buy" could include:

1. Space constraints: Not all stores have the luxury of wide aisles or extra space for seating.

2. Cost: Implementing changes such as adding seating or widening aisles can be costly.

3. Resistance to change: Both staff and customers may resist changes, especially if they are used to a certain store layout or shopping experience.

4. Time: It may take time to see the results of these changes, and some retailers may not have the patience or financial stability to wait.

5. Measurement: It can be difficult to accurately measure the impact of these changes on customer behavior and sales.

Small businesses can apply the concepts from "Why We Buy" to enhance their customer shopping experience by focusing on creating a comfortable shopping environment. This can be achieved by avoiding narrow aisles to prevent the "butt brush" effect, which can make customers uncomfortable. Additionally, providing seating for customers can encourage them to stay in the store longer, increasing the likelihood of purchases. The layout of the store, from the parking lot to the back of the store, can also impact how customers feel when they are in the store. Therefore, understanding the mechanics of shopping and customer behaviors can help small businesses improve their customer shopping experience.

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