Growing up in the 1970s, I begged my parents to buy me a pair of X-ray glasses because they purportedly allowed users to peer beyond the surface of things. When my dad finally got me the oversized cardboard spectacles for my birthday, I couldn't see anything clearly; just an optical illusion, but my dream of seeing beyond the surface never left me.
A few years after my business partner and I started Shook Kelley in 1992, I heard about an environmental psychologist, Paco Underhill, who helped merchants, retail leaders, and corporate executives see how their customers behaved in their stores. Before Paco came onto the retail scene, understanding consumer behavior was either very abstract and theoretical or unsophisticated and crude. However, Paco removed the veil on the mystery of shopping by developing a method of showing the critical factors influencing consumer behavior, choices, and preferences.
In 1999, Paco wrote a groundbreaking book, "Why We Buy: The Science of Shopping," which revealed the insights and principles that he and his team at Envirosell had amassed from thousands of hours of observing customer interactions in stores, banks, malls, restaurants, and supermarkets. The book was not only pioneering but also revolutionary for the retail industry.
"Why We Buy" has been translated into 26 languages, has sold more copies than any other book about retailing in history, and is essential reading for anyone in the retail, food, or public space business. Paco has also written many other illuminating bestsellers, including "The Call of the Mall," "What Women Want," and "How We Eat."
I was lucky enough to get to know Paco before he became the retail rock star he is today. As my professional hero, he has helped me see the retail world more clearly and given me X-ray vision into consumer behavior. And I am incredibly grateful that Paco was willing to endorse my new book, IRREPLACEABLE.
#retail #retailing #stores #storedesign #banking #business #strategy #consumerbehavior #architecture #supermarkets #grocerystores #conveniencestores #petstores FMI- The Food Industry Association National Retail Federation National Grocers Association Specialty Food Association The American Institute of Architects (AIA) University of North Carolina at Charlotte
Congratulations Tapestry team!