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The Rules...of Retail

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  • Posted on 23rd Sep, 2022 01:41 AM
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Sales, business - The Rules...of Retail - Entrepreneur.com

This story appears in the December 1999 issue of Business Start-Ups magazine.

Mall mavens have long believed in the science of , fromthe preferred places to park to the best direction in which to makethe rounds. Paco Underhill, however, has spent thousands of hoursstudying such mavens and their amateur counterparts to create aclose-to-scientific perspective on shopping.

Underhill is a anthropologist who gets paid by clientssuch as , the U.S. Postal Service and Gap to study theirshoppers. The goal: to understand why customers do--ordon't--buy. Through countless hours of video footage,observation and customer interviews, Underhill has put together thenew bible of retail , Why We Buy: The Science ofShopping (Simon & Schuster, $25, 800-223-2348).

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