Customer Review

4 of 5 people found the following review helpful
5.0 out of 5 stars Crucial that retailers read this book, 16 May 2013
This review is from: Decoded: The Science Behind Why We Buy (Hardcover)
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Author, Phil Barden, writes 'Decoded' from the perspective of the marketing professional, which makes good sense given his experience. As a marketer, you will find the insight into decision-science incredibly powerful, useful and guiding. But there is another group for whom this book must now be considered a first-day essential - that group is retailers.

There is so much here that, if creatively and practically applied, can improve the performance of retail businesses of all kinds: online, bricks-and-mortar, mobile, pop-up, social. The crucial insight comes from Barden's brilliant application of a theory called Kahneman's Framework, which is a model for how the brain operates in decision-making. Long and the short of it is: understand the impact on customer behaviour of Kahneman's model and it's possible to make retail sites, both on and offline, work more effectively. This is a subject very close to my heart: I'm the author of a book on retailing called 'Smart Retail' and, together with Paco Underhill's awesome 'Why We Buy', 'Decoded' will be featuring in my book's essential retailer reading list when we do the next edition. Read together, Underhill and Barden's books form a supremely powerful insight into the way people shop*.

The book itself is really well presented: lovely paper-stock, crisp printing, excellent use of colour and illustration. It's well laid out and the writing style is very accessible - especially given the deep nature of the content. Well worth the five stars.

*Full Disclosure: although I'm also an author listed in the 'marketing' section, I don't know Phil and I don't work with his publisher. My recommendation here is entirely independent.
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Review Details

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4.6 out of 5 stars (41 customer reviews)
5 star:
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£19.99 £8.00
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Reviewer

Richard Hammond
(VINE VOICE)    (TOP 1000 REVIEWER)    (REAL NAME)   

Location: Oxford, UK

Top Reviewer Ranking: 726