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dsrtao_Why We Buy: the science of shopping_, Paco Underhill
Aimed towards retailers trying to get people to buy more. The secrets basically boil down to:
- people need to enter your shop, so don't block them
- they shouldn't be scared off, so don't make them see big lines
first thing
- they need to be able to find products, so have big legible high-contrast signs in good places
- annoying your customers is not productive, so make sure they don't have to stand too long in line. Two minutes is pushing it.
- affordances and signifiers -- these words were not in the book but were all around the subtext
- more time in the store means more sales
- Wal-Mart greeters are an antitheft mechanism
- the Internet is a lousy place to sell things, it doesn't work and it's too slow and they have weird problems and it's not really shopping.
(Book copyright date is 1999)
Aimed towards retailers trying to get people to buy more. The secrets basically boil down to:
- people need to enter your shop, so don't block them
- they shouldn't be scared off, so don't make them see big lines
first thing
- they need to be able to find products, so have big legible high-contrast signs in good places
- annoying your customers is not productive, so make sure they don't have to stand too long in line. Two minutes is pushing it.
- affordances and signifiers -- these words were not in the book but were all around the subtext
- more time in the store means more sales
- Wal-Mart greeters are an antitheft mechanism
- the Internet is a lousy place to sell things, it doesn't work and it's too slow and they have weird problems and it's not really shopping.
(Book copyright date is 1999)
Overspecialized experts
Date: 2009-07-21 02:52 pm (UTC)This is what happens when someone who knows too much about a field is confronted with a disruptive technology.
(no subject)
Date: 2009-07-21 04:53 pm (UTC)Depending upon your definition of "shopping," I can agree with this. I "shop" when I go to . . . oh, Macy's, for example, wanting "a dress for the office party" (note vague description). I look through all their racks, try on wayyyyyy too many dresses, and finally (I hope) come home with one or two that fit and are suitable for the purpose.
On the Internet, I go and buy specific things - a book I want, a bracelet I saw in a catalog - but the "shopping" experience is not the same. You can do *research* on the Internet, but for the true shopping experience, you need, well, a shop.