The science of shopping!

So I got this absolute killer of a book called “Why we buy” by Paco Underhill.

He is what we could call the father of retail shopping science. He has used observation from the ground up (the retail floor) to imrpove the shopping experience (and ultimately the sales for the client).

The book is an account of where he comes from and how observations coupled with solid analysis is able to get him the ears and eyes of top company CEOs. Ofcourse, many things such as the