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Why We Buy by Paco Underhill

Why We Buy by Paco Underhill. Chapters 3-7: The Mechanics of Shopping. Key Topics. Chapter 3: The Transition Zone Chapter 4: Bags/Baskets Chapter 5: Signs Chapter 6: Physical Flow Chapter 7: Seating. Transition Zone. What is it? Good ideas for the Transition Zone

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Why We Buy by Paco Underhill

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  1. Why We Buyby Paco Underhill Chapters 3-7: The Mechanics of Shopping

  2. Key Topics • Chapter 3: The Transition Zone • Chapter 4: Bags/Baskets • Chapter 5: Signs • Chapter 6: Physical Flow • Chapter 7: Seating

  3. Transition Zone • What is it? • Good ideas for the Transition Zone • Bad ideas for the Transition Zone • Field Trip Assessment??

  4. Bags & Baskets • Where are they (typically)? • Why?? • Where should they be? • Why?? • Features of bags/Baskets?? • Field Trip Assessment?

  5. Signs • Location • Details (words, contrast, clarity, etc.) • Directions vs. General Information • Field Trip Assessment?

  6. Physical Flow • Front Right Phenomenon • Do You Walk Forward or Walk Sideways?? • “Chevroning” • Boomerang Effect • Get to the Back! • Dead Space?? • Field Trip Assessment?

  7. Seating “In the majority of stores throughout the world, sales would instantly be increased by the addition of one chair.” “A chair says: we care.” • Location? • Why? • Field Trip Assessment?

  8. Review • Chapter 3: The Transition Zone • Chapter 4: Bags/Baskets • Chapter 5: Signs • Chapter 6: Physical Flow • Chapter 7: Seating

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