SHOPPING MALL BLUNDERS
SHOPPING MALL BLUNDERS
NEW YORK (Wireless Flash) -- Some stores are just plain clueless when it comes to customers. That's the finding of "shopping scientist" Paco Underhill, author of the new book "Why We Buy: The Science of Shopping" (Simon & Schuster). Underhill spent thousands of hours studying stores where he stumbled upon all sorts of blunders -- like the Minnesota drugstore that installed a huge suntan lotion display in the middle of winter. Then there was the cosmetics store that kept all of its perfumes locked up so no one could smell them, and the shoe store that had no place for people to sit down while trying on shoes. Another drugstore blundered by carrying a giant assortment of blonde hair coloring kits -- even though it was in a neighborhood that was 95 percent African-American. Finally, there's the clothing store that placed the extra- large underwear sizes on the bottom shelf -- forcing chubby customers to uncomfortably hunch down to get their goods.
CONTACT: Paco Underhill; Arrange thru Emily Miles-Terry; Boston, MA; (617) 547-5560