Description
This presentation gives review of the book 'Call of the Mall' by Paco Underhill.It discuss topics like critics, appearence, parking lot.
BOOK REVIEW ON
About Book
• A walking tour through shopping mall
• Takes a look at some of the neglected areas of the mall
• Helps to understand the lot of insights on Consumer behaviour and retail design
• Covered majorly malls in suburban US
About Author
• Retail Anthropologist
• Author of Bestsellers like Why We Buy, Call of the Mall & What Women Want • He knows more about shopping than arguably any man alive
• Owner of Envirosell- a research and consulting business
Critics
“Why We Buy has become a masterpiece....[In Call of the Mall] a look at malls’ geography is what Underhill promises & delivers.” -Business week
“Absorbing…Paco Underhill’s Call of the Mall is downright Entertaining.”
-The Seattle Times
“Underhills sharp observations….have an obvious appeal for anyone who has ever been manipulated by discreet mall psychology.”
-The New York Times
“It’s a manifesto for a global shopping philosophy, it's fascinating.” -The Times(London)
Appearance
1. One Should get feel of the mall from the outside 2. Give hint of activities going on inside to attract more crowd 3. Real estate vs Merchants
Parking Lot!!!!
A shopper wants• A spot that is easy and fast to reach inside the mall
• A spot close to the mall • A spot near the entrance that will bring them closest to their first destination inside.
Parking Lot!!!!
• A spot that is fast and easy to reach when they leave.
• Some landmarks to remember where they parked their cars o Men remember numbers o Women remember colors o Kids prefer symbols
Inside the Mall
?Shops near the entrance • Human brain takes little time to settle in • Shops at the entrance gather less attention . • Shops inside gather more attention .
?Self regulating Environment ?Departmental Stores • Departmental stores increase revenues
Are you Lost???
Shopper gets lost in the malls • • • • Don’t ask for directions Maps are of no use Average study time 22 seconds Customer service desk
Are you Lost???
Good map Horizontal like table top, waist level, symbols Can also have fixed points guiding the shopper on their way
Nose to Toes
• Women are the majority shoppers • Engage them • Do something to inform, cross sell or entertain while they wait. Understand her needs- from nose to toes…
Nose to Toes
Ensure enough space to sell
-
Proper illumination
Good quality and properly arranged testers Have lots and lots of mirrors…..
-
Sex and the Mall
• Shops designed in such a way that they attract younger crowd • They should have separate section for older people
Clusters of Shops/Brands
Status Anxiety
• Middle class buyer • Conscious about presence • Unwilling to change
• Feeling that sales executives don’t care much about them because they are lesser spenders
Hands Free Shopping
•Keep hands free
oShoppers are more likely to buy what they are able to touch
•Hand baskets
oStores that provide hand baskets sell more
oLarger the basket, more is the tendency to shop
Fun Quotient
1. On an average spends 2 hours in a mall
2. Likely to get bored 3. Needs fun…..
Fun Quotient
• Food courts • Movie Theatres
• Gaming Zones
• Lake Park, etc.
Food courts
Movie Theatres
Gaming Zones
Lake Park
Mall and Culture
?Brazilian Malls • More Crime • High Security outside, cant get feel of the mall • Loud Malls ?Japanese malls • Lesser Crime • Security is less, can get the feel of mall easily • Spending power is more so luxury brands .
What we liked Presented By
• Gives you the real time experience of the mall
• Extensive Research about shopping malls
• Author’s experiences are beautifully integrated in this book
• Paid attention to minute details of human behaviour • Tone of the book is conversational which makes it interesting
Application & its Relevance Today
• Helps to understand the phenomenon of modern shopping
• Helps the marketer to understand the insights of the consumer behaviour and retail design • For the retailers it gives various ways to increase the customer engagement
What went wrong
• Starts with Envirosell
• Suburban vs Urban mall • Malls in US, not much insights in other parts of world
• The number of pages could easily be reduced as the author sounds repetitive at many points
doc_926367013.pptx
This presentation gives review of the book 'Call of the Mall' by Paco Underhill.It discuss topics like critics, appearence, parking lot.
BOOK REVIEW ON
About Book
• A walking tour through shopping mall
• Takes a look at some of the neglected areas of the mall
• Helps to understand the lot of insights on Consumer behaviour and retail design
• Covered majorly malls in suburban US
About Author
• Retail Anthropologist
• Author of Bestsellers like Why We Buy, Call of the Mall & What Women Want • He knows more about shopping than arguably any man alive
• Owner of Envirosell- a research and consulting business
Critics
“Why We Buy has become a masterpiece....[In Call of the Mall] a look at malls’ geography is what Underhill promises & delivers.” -Business week
“Absorbing…Paco Underhill’s Call of the Mall is downright Entertaining.”
-The Seattle Times
“Underhills sharp observations….have an obvious appeal for anyone who has ever been manipulated by discreet mall psychology.”
-The New York Times
“It’s a manifesto for a global shopping philosophy, it's fascinating.” -The Times(London)
Appearance
1. One Should get feel of the mall from the outside 2. Give hint of activities going on inside to attract more crowd 3. Real estate vs Merchants
Parking Lot!!!!
A shopper wants• A spot that is easy and fast to reach inside the mall
• A spot close to the mall • A spot near the entrance that will bring them closest to their first destination inside.
Parking Lot!!!!
• A spot that is fast and easy to reach when they leave.
• Some landmarks to remember where they parked their cars o Men remember numbers o Women remember colors o Kids prefer symbols
Inside the Mall
?Shops near the entrance • Human brain takes little time to settle in • Shops at the entrance gather less attention . • Shops inside gather more attention .
?Self regulating Environment ?Departmental Stores • Departmental stores increase revenues
Are you Lost???
Shopper gets lost in the malls • • • • Don’t ask for directions Maps are of no use Average study time 22 seconds Customer service desk
Are you Lost???
Good map Horizontal like table top, waist level, symbols Can also have fixed points guiding the shopper on their way
Nose to Toes
• Women are the majority shoppers • Engage them • Do something to inform, cross sell or entertain while they wait. Understand her needs- from nose to toes…
Nose to Toes
Ensure enough space to sell
-
Proper illumination
Good quality and properly arranged testers Have lots and lots of mirrors…..
-
Sex and the Mall
• Shops designed in such a way that they attract younger crowd • They should have separate section for older people
Clusters of Shops/Brands
Status Anxiety
• Middle class buyer • Conscious about presence • Unwilling to change
• Feeling that sales executives don’t care much about them because they are lesser spenders
Hands Free Shopping
•Keep hands free
oShoppers are more likely to buy what they are able to touch
•Hand baskets
oStores that provide hand baskets sell more
oLarger the basket, more is the tendency to shop
Fun Quotient
1. On an average spends 2 hours in a mall
2. Likely to get bored 3. Needs fun…..
Fun Quotient
• Food courts • Movie Theatres
• Gaming Zones
• Lake Park, etc.
Food courts
Movie Theatres
Gaming Zones
Lake Park
Mall and Culture
?Brazilian Malls • More Crime • High Security outside, cant get feel of the mall • Loud Malls ?Japanese malls • Lesser Crime • Security is less, can get the feel of mall easily • Spending power is more so luxury brands .
What we liked Presented By
• Gives you the real time experience of the mall
• Extensive Research about shopping malls
• Author’s experiences are beautifully integrated in this book
• Paid attention to minute details of human behaviour • Tone of the book is conversational which makes it interesting
Application & its Relevance Today
• Helps to understand the phenomenon of modern shopping
• Helps the marketer to understand the insights of the consumer behaviour and retail design • For the retailers it gives various ways to increase the customer engagement
What went wrong
• Starts with Envirosell
• Suburban vs Urban mall • Malls in US, not much insights in other parts of world
• The number of pages could easily be reduced as the author sounds repetitive at many points
doc_926367013.pptx