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Books
_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
This is what happens when someone who knows too much about a field is confronted with a disruptive technology.