Why We Buy, Updated and Revised Edition
The Science of Shopping

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our everevolving consumer culturefull of fresh observations and important lessons from the cutting edge of retail, which is taking place in the worlds emerging markets. New material includes:The latest trends in online retailwhat retailers are doing right and what theyre doing wrongand how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. A guided tour of the most innovative stores, malls, and retail environments around the worldalmost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious So Paulo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. The new Why We Buy is an essential guideit offers advice on how to keep your changing customers and entice new and eager ones.