Why We Buy: The Science of Shopping – Paco Underhill (free PDF)

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture — full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world’s emerging markets. New material includes: 

• The latest trends in online retail — what retailers are doing right and what they’re doing wrong — and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. 


• A guided tour of the most innovative stores, malls and retail environments around the world — almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. 


The new Why We Buy is an essential guide — it offers advice on how to keep your changing customers and entice new and eager ones. 


“At last, here is a book that gives this underrated skill the respect it deserves.” — The New York Times


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