He has a way of making you look at how you buy and where you buy in a whole new way. His sharp observations about routine details, from the strategic positioning of jewelry store counters to the way a Victoria’s Secret window seems to tell men ‘Hey, buddy, stay the hell out of here,’ have an obvious appeal for anyone who has ever been manipulated by discreet mall psychology. He seems to enjoy them — the long stretches of flat marble or tile, air-conditioned walks down channels filled with eye-catching displays and even more eye-catching people — but his job requires being both appreciative and critical. The development of video analysis makes it easier to view shopper activity but you still have to be open minded to view t This is well worth a read for anyone in retailing. You might not think a book about shopping malls would be so vastly informative and entertaining, but this one is, and everyone who has ever set foot in a mall ought to read it. The Science of Shopping has been published in twenty-six languages, and has sold more copies than any other retail book in history.
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Call of the Mall
Also some interesting historical stuff on their development and markets in general. His sharp observations about routine details, from the strategic positioning of jewelry store counters to the way a Victoria’s Secret window seems to tell men ‘Hey, buddy, stay the hell out of here,’ have an obvious appeal for anyone who has ever been manipulated by discreet mall psychology.
Having amll that, the ideas suggested in the book for store design, cinema experience enhancement, other customer experience ideas- they are timeless. It all sounded phony and forced. If you liked “Why We Buy,” you will want to read this book. It was recommended by my director. The book establishes Paco Underhill, already one of our premier underhilll gurus, as a heavyweight social commentator. Not only is this shopping expert conversant with malls worldwide, he is so accessible a writer and so perceptive about social change that his mall tour is often more interesting than the mall itself.
A surprisingly good book. Eye level, a little to the right.
He takes us with him to the shopper’s most popular habitat, the mall. Sep 11, Kelsey rated it liked it Shelves: The collapse of the mall is a striking event in the American retailing history. This, along with the aforementioned structure, in which he journeys along and converses with a cast of typical shoppers, employees and the occasional industry insider, tends to portray him as opinionated, rather than expert.
The walk, which begins in the parking lot and travels through the cavernous mall’s innards, going even down the twisty hallways into the hidden bathrooms, takes reader on a guided tour of the territory, where even toilets don’t escape scrutiny. What is wrong with the mall? Music stores, for instance, have gone downhill since records gave way to CDs, because record sleeves could be used as eye-catching displays.
Otherwise it is an interesting book.
Return to Book Page. I ;aco this to understand the base of the mall generation and grew up in the “Mall rats” period of history.
Call of the Mall: The Geography of Shopping
If you are in underhlil form of business that sells anything or that advertises anything you must read this book and Why We Buy. To see what your friends thought of this book, please sign up. It has been savaged by new trends and behaviour much of which is digitally inspired.
A low-end and a high-end jewelry store side by side can enhance one another’s business. Maybe somebody with a casual interest in shopping Few people have spent more time thinking about malls than Paco Underhill.
Call of the Mall
The way the book was written also became annoying really fast. The book may have worked well when launched but in today’s world, reading about malls is akin to reading historical fiction. Not sure who I’d recommend this to – not people serious about studying marketing, for it’s too superficial.
The most memorable item: Preview — Call of the Mall by Paco Underhill.