The Science of Shopping, and Shoppers

Happy Halloween!

We had a nice night in the neighbourhood. We live at the top end of a court, and thus don’t always get many visitors. Tonight was rather slow, especially given the favourable weather. This is the first year that I stayed home and dished out the treats. My wife took our youngest son around the neighbourhood. I missed going with him, but enjoyed my time at home also.

I sat out on the front porch, with our cat, the treats we were offering, a little glass of brandy, and Paco Underhill’s Why We Buy: The Science of Shopping.

I’ve read Why We Buy before, but certainly enjoyed the refresher. Underhill was one of the first to actually study what goes on within a retail environment. Many companies study their cash register receipts. And many others conduct surveys with customers. But few actually study the behaviour of “humanus shopper” in his/her natural environment. Underhill makes this a science.

Underhill offers countless anecdotes throughout the book. Such as the very effective senior executive that thought almost every one that entered his outlets made a purchase. After all, they were a “destination store”, not an impulse buy. A quick study found that 48% of people entering the store actually made a purchase.

I also quite enjoy the “runway” concept. It turns out that right after we enter a store, we are not actually mentally “in” the store. This is less pronounced in a shopping mall, and more pronounced if patrons enter from the outside. As we enter, we’re in this no-man’s land between the outside and the inside. We’re adjusting our coat. Our eyes are adjusting to the lighting. We’re quickly scanning a vast space. We are not paying attention to whatever is happening immediately around us. The area just inside the door is the “runway”, and it is extremely difficult to get the attention of shoppers while they’re still on the runway.

Many of Underhill’s revelations are not entirely applicable to a Parmasters center. We offer very little merchandise, and actual “shopping” is a very small portion of the Parmasters experience.

However, the runway concept may offer some learning. A typical Parmasters features a large lobby area, just inside the doors. Remember, most visitors are carrying golf clubs or entire golf bags. Space is important. But this can also cause a very long runway effect. Something for us to consider.

Underhill also talks about the challenges shoppers face, especially in winter months, juggling a coat, perhaps another bag or purse, and perhaps an item they wish to purchase. In our Parmasters centers, we must consider what people will do with their winter clothing. Will coats be strewn around the green? Will snow be tracked in? Is this desirable?

There is much to consider. And I did not quite finish Why We Buy. A neighbour stopped by and we began plans to resurrect our annual street barbeque party. It died off when another neighbour, the organizer, moved away. That to-do item will wait for the spring …