the science of shopping

A six-year-old child was flipping through the shelves of popcorn. The child wanted to show the mother by dropping the popcorn on the floor. Finally the popcorn fell to the floor. But my mom didn't let me put it in the cart. The grassy child put it back on the shelf. However, it was not placed where it was originally placed, but was placed at the level of his eyes. Moments later, another kid accidentally found the popcorn and threw it into Dad's cart.

What would you see here? Popcorn is a choice even for children, and the location of the product in the store should be at eye level.


Paco Under Heelsthe science of shopping>(Original title: why we buy) tells how people shop in stores like this.

the science of shopping


It is also interesting to find it in a study of a clothing store.

“We researched many clothing stores and got the following results.

The customer conversion rate rises by 50% when there is an employee-led contact, and rises to 100% when the use of the changing room is added. In other words, if a customer talks to a clerk and tries something on his/her body, they are twice as likely to buy the product as a person who does nothing.”


The case of baskets in bookstores is also interesting. American bookstores seem to give baskets for books, but it is said that there is a basket at the entrance of the bookstore. This is pretending that people come in after deciding which books to buy from the beginning. However, the author's argument is different.

“Most customers stop by a bookstore to buy a book and stumble upon other books to read. This is the essence of retail. If customers suddenly stop making impulse purchases at some point, the economy will collapse in an instant.”

You can buy a book when you accidentally get a short cut while looking for a book or when a book about your interests that you have buried deep in your heart appears. However, the advice is to put the book baskets all over the store, not just at the entrance of the bookstore.


The original title of this book was “why we buy,” but I couldn't find the answer to why we live in this book. Instead, I could see how people were making purchases in the store. I think the title of the book was How we buy.

In my view, this book deals with how to advertise and display products in stores from the customer's point of view. To obtain this, we conducted an easy survey or conversation, but we measured the shadowing technique, which is what products were viewed for how long, and what they bought while following customers. Unfortunately, I did a lot of hard research.

In the marketing mix, location and display are connected with customer needs from the customer's point of view. So, I came up with the '9 rules of success for stores that capture customers'.


9 rules of success for stores that attract customers

  1. Free the customer's hands
    – Customers feel more urge to buy when their hands are free
  2. Customers have rules
    – Only products arranged according to the movement line attract customers’ attention
  3. Advertisement life or death is determined by 1 meter
    – Customers only pay attention to advertisements within 1 meter of field of view
  4. Do not be hasty to challenge the nature of the customer
    – Reinvent the store to suit the nature of the customer
  5. Men want comfortable shopping
    - A store that solves men's shopping complex is sure to succeed
  6. Women want luxury shopping
    – The key points that attract female customers are the sensibility of life, spaciousness, and masculinity.
  7. Small is uncomfortable, large is beautiful
    – The first principle of silver marketing: consider the physical condition of the elderly
  8. Children's Shopping: Shopping is Playing with Goods
    – Seeing children having fun with products increases parents’ desire to purchase
  9. Shopping is an experience
    – Stores that provide performances of the five senses win over internet shopping malls


A long time ago, I was worried about the behavioral process of internet shopping. So, I saw a process different from the traditional purchasing behavior process. Influence of Blog Blog on Shopping Purchase Decision Making It was also one of the tools or sources of information used in the process of Internet purchasing behavior.

I think this book would be good for people who are thinking about how to display advertisements or products in stores rather than trying to solve questions about the purchasing behavior process of shopping.

Online shopping is mentioned, but not covered in detail. Online shopping is a topic that has been around for well over a decade at HCI, but it doesn't seem to have been covered as much as it is covered in this book.



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