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Why We Buy by Paco Underhill

Why We Buy by Paco Underhill. Chapters 1-2: The Science of Shopping. Background. Envirosell-What is it?? Anthropology meets the retail store What is a “track sheet?” Observation or spying?. Purpose .

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Why We Buy by Paco Underhill

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  1. Why We Buyby Paco Underhill Chapters 1-2: The Science of Shopping

  2. Background • Envirosell-What is it?? • Anthropology meets the retail store • What is a “track sheet?” • Observation or spying?

  3. Purpose “The science of shopping is ….. a highly practical discipline concerned with using research, comparison and analysis to make stores and products more amendable to shoppers.”

  4. Why not just use scanner data?

  5. Why not just use customer interviews? • . • . • . • .

  6. Some Key Terms • Conversion Rate • Time in Store • Interception Rate • Waiting Time • “Butt Brush” Factor

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