Why we buy, the science of shopping Chapter 1 & 2

Why we buy, the science of shopping

Chapter 1 & 2

What I realized from this two chapters is that, the process of buy imply plenty of thing that we usually are not aware of we do as buyers. I found really interesting how many data can be collected from just looking and study carefully how people behave at the stores and the difficult process of relate all this data to have some important conclusions.

As the chapter one pointed out, shopping is perfectly be considered as a science, which not only imply studies of observation, also apply many concepts of different sciences in order to improve the process at whole. Considering all the data of the buyer, who is the buyer? Why they go shopping? How they do it? And also taking every detail in the store, space between racks, position of promotion tags, the store layout, and much more data that usually we ignore or at least we don’t consider it important and actually it is.

Most wonderful of this, is that there’s not a universal patron, each case of study will have a few differences, which will bring huge problems to manage and be efficiency in resources and time needs to be a high requirement. That’s why shopping is considered a science that is continuously changing over the time, evolving the becoming a breathing field to study, turning scientific tools on shopping. And nowadays is becoming more challenging, considering that the way or channels to reach consumer has spread and so common that probably consumer will avoid it, then, a deep study needs to be applied in order to found the right strategy.

Retailers and stores needs to know and manage all this behavior of their target market, in order to display at the correct spot their promotion tags and designing the correct store layout. Keeping in mind the important rates such as how many people is getting inside and how many of them are buying, controlling and managing this rate as much as they can. Also considering to turn the person who is walking into a buyer, training their employees to help to reach this goal identifying where the direct contact with a customer is needed and cutting off the waiting time of buyers.

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