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Reviews Written by
Christian Erlandsson (Stockholm, Sweden)
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Why We Buy
Why We Buy
by Paco Underhill
Edition: Paperback
Price: £11.43

29 of 29 people found the following review helpful
4.0 out of 5 stars Solid for land-based retail, weak Internet chapters, 2 Feb. 2010
This review is from: Why We Buy (Paperback)
First let me give you some information about the context in which I read this book. I am starting out small in e-commerce and in doing so I'm reading up on just about anything that can give me some ideas or knowledge. This book caught my eye and I thought I'd give it a try.

For "normal" retailing this book must be solid gold - having read it I now constantly find myself thinking about signage, store layout, point-of-sale location, clerk density, etc. This is something I never did before and it is now obvious even to me that a lot of stores absolutely misses out on basics. The book is easy to read and provides a good mix between anecdotes and principles. The book is well structured and it feels like it covers just about every area in retail you can think about in a well researched way.

The book's weak point, by a landslide, are the chapters on Internet and global retailing. These chapters seem added in a rush and feel like they have been forced into the book by the publisher just to get a "new edition" out in bookstores. The opinions stated in the Internet chapter in particular seem counterintuitive, poorly backed up and downright uninformed. E-commerce as a whole has not improved since 2000? Amazon (and Internet retailers in general) does not provide good recommendations for their users? I might be overreacting slightly given my context as a reader, but I was almost bemused by the poor quality of these chapters in comparison with the rest of the book.

I'd rather not have read the latter chapters because I think they tarnish an otherwise excellent book. In the end though I certainly recommend this book to anyone interested in retailing or business.
Comment Comments (2) | Permalink | Most recent comment: Mar 1, 2012 7:45 PM GMT


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