Science Of Shopping

Surveillance issues in today’s society are becoming more concerning by the day. Paco Underhill, author of “Why we Buy: The Science of Shopping”, explains that with his unique surveillance approach, he has revolutionized many businesses marketing techniques. By gathering data and following consumers every move, Underhill adamantly argues that his techniques will increase sales and make consumers happier. Some people believe this kind of surveillance to be unethical, when in actuality, research has shown it provides an overall greater shopping experience, including customer loyalty programs that are beneficial to both the business and the consumer.

The human mind is complex and ultimately unpredictable. Analyzing surveillance in stores has helped people to understand why they buy something, or simply walk out of a store with nothing. Research from Underhill’s theories: The Downshift Period (customers need time to slow down), the Decompression Zone (not noticing a certain area inside a store), the Invariant Right (customers keeping to the right side of stores or sidewalks), the Butt-brush (women brushed from behind will leave the display), and Petting (people like to touch the merchandise). Privacy advocators are arguing these strategies
People have the choice on whether they want to purchase a cheesecake illuminated by a florescent light, or shiny red apple perfectly towered in a basket; the observational research simply makes the grocery store a more appealing and efficient way to shop. Video surveillance has helped the customer as well as businesses by providing extensive research, greater shopping experience, and customer loyalty benefits. Without this form of focused research and technology, businesses advertising dollars would be further wasted on strategies that are not proving a better overall shopping experience for their