What chapter of the book does Underhill talk about store cluster

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.

To appeal to each of the senses while selling cookware, you can use the following strategies:

Sight: Display your cookware in an attractive manner. Use good lighting and arrange them in a way that highlights their features. You can also use visually appealing packaging.

Touch: Allow customers to touch and feel the cookware. The weight, texture, and quality of the material can be a deciding factor for many customers.

Smell: If possible, demonstrate cooking using your cookware. The smell of delicious food can make customers associate your cookware with good food.

Taste: Again, cooking demonstrations can be helpful. Let customers taste the food cooked using your cookware.

Hearing: The sound of food sizzling in the pan can be appealing. You can also talk about the benefits of your cookware, share customer testimonials, or play soothing music in the background.

Remember, the goal is to create a multi-sensory experience that makes your cookware more appealing to customers.