Comments on "Why We Buy: The Science of Shopping"

Saravjit Singh — Fri, 26 Jan 2007 14:53:16 GMT

I have not read the book – but must get a copy.
As a markeeeter with 40 years of experience in industry and teaching, I agree that sophisticated buyers buy because of thier experiene with a brand. It is up to the marketeer to enhance this experience at every touch point. One slip and the customer has had a bad experience that he is unlikely to forget when he next has need to buy a product.
This has great significance in design of internet technology related solutions for buyers – sadly most designers do not keep this in mind when detailing their design (No one may have told them that God is in the details).

Paula Thornton — Fri, 26 Jan 2007 14:50:14 GMT

Since most of us are experiencing ‘downtime’, I’ve used mine in a novel way. Relocating to a very rural town, I ‘set up shop’ inside a local grocery store as a cashier. I did this for several reasons. Everyone in town shops there; it’s a good way to get to know the town (as I plan to get involved in urban design). I did there as I have elsewhere, gathered critical observational data about the experiences of employees, customers and the employees ability or inability to assist customers as dictated by the design of corporate/store policies and practices. I bought a copy of the book both for myself and for the store manager…it’s not surprising that stores are the way they are. The book didn’t necessarily tell me anything new…it just reconfirmed beliefs I already held (one of those “need the evidence/research” situations again).

christina — Fri, 26 Jan 2007 14:50:14 GMT

You know, I loved this book when I read it a few years ago, but found nothing I could apply to my work at that time. It was a really fun read, though.