Description
The ppt gives book review of Call of the mall. It is of one of the bestselling book by Paco underhill ,a famous retail antropologist talking about consumer behaviour in a shopping mall
BOOK REVIEW ON
Aarshi Jais Vishal Kanojiya Sandesh Patil
Preetam Gawai CALL OF THE MALL Dhanajay Garur
Hitesh Chaudhary
Rohit Bhoir
Dinesh Wagh Ashok Pal
Aakash Batra
Profile of the Author
• Retail Anthropologist
• 53 year old stuttering researcher
• Owner of Envirosell- a research and consulting business • Clients like Bloomingdales, McDonalds, Starbucks, and Estee Lauder.
PACO UNDERHILL
Book starts with….
Giving small reasons why we go to a mall, can you share some!!!!!
Appearance
1. One Should get feel of the mall from the outside . 2. Give hint of activities going on inside to attract more crowd .
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.
• Traffic cop • 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 . ?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
Are you Lost???
Good map Horizontal like table top, waist level, symbols Can also have fixed points guiding the shopper on their way
Psychology of Shopping
MEN • Social aspect • Information gathering • Don’t relate to product, more likely to give up and walk away • Move faster , Spend 25 – 30 % lesser time Women • Social aspect • Purchase aspect • Exactly know what they want from the shop • Move slower
Psychology of Shopping
? Retail Stores Vs Malls • Retail Stores – If people don’t get what they want, they walk away • Malls – Number of options are more . Look around and tend to move slowly which leads to impulsive buying decisions ? Giving Buyer freedom • Important to leave them alone • Sales executives comes to attain very quickly then buyers might feel uncomfortable . • Disorganized Layout .
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
• Have stores that cater to women in proximity to one another • Have stores specializing in men’s accessories in the same arena
Nose to Toes
“For a woman nose and toes matters most…. Cosmetics are bought on impulse” Designing a cosmetic section - Place near shoe store - Never put on sale - Shower free gifts instead
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
Shoppers are more likely to buy what they are able to touch
Hand baskets
Stores that provide hand baskets sell more
Larger 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…..
Which can be given as• Internet lounges • Food courts
• Movie Theatres
• Gaming Zones
• Lake Park, etc.
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 .
• Why should you read the book ?
• THANK YOU
doc_222606822.pptx
The ppt gives book review of Call of the mall. It is of one of the bestselling book by Paco underhill ,a famous retail antropologist talking about consumer behaviour in a shopping mall
BOOK REVIEW ON
Aarshi Jais Vishal Kanojiya Sandesh Patil
Preetam Gawai CALL OF THE MALL Dhanajay Garur
Hitesh Chaudhary
Rohit Bhoir
Dinesh Wagh Ashok Pal
Aakash Batra
Profile of the Author
• Retail Anthropologist
• 53 year old stuttering researcher
• Owner of Envirosell- a research and consulting business • Clients like Bloomingdales, McDonalds, Starbucks, and Estee Lauder.
PACO UNDERHILL
Book starts with….
Giving small reasons why we go to a mall, can you share some!!!!!
Appearance
1. One Should get feel of the mall from the outside . 2. Give hint of activities going on inside to attract more crowd .
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.
• Traffic cop • 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 . ?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
Are you Lost???
Good map Horizontal like table top, waist level, symbols Can also have fixed points guiding the shopper on their way
Psychology of Shopping
MEN • Social aspect • Information gathering • Don’t relate to product, more likely to give up and walk away • Move faster , Spend 25 – 30 % lesser time Women • Social aspect • Purchase aspect • Exactly know what they want from the shop • Move slower
Psychology of Shopping
? Retail Stores Vs Malls • Retail Stores – If people don’t get what they want, they walk away • Malls – Number of options are more . Look around and tend to move slowly which leads to impulsive buying decisions ? Giving Buyer freedom • Important to leave them alone • Sales executives comes to attain very quickly then buyers might feel uncomfortable . • Disorganized Layout .
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
• Have stores that cater to women in proximity to one another • Have stores specializing in men’s accessories in the same arena
Nose to Toes
“For a woman nose and toes matters most…. Cosmetics are bought on impulse” Designing a cosmetic section - Place near shoe store - Never put on sale - Shower free gifts instead
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
Shoppers are more likely to buy what they are able to touch
Hand baskets
Stores that provide hand baskets sell more
Larger 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…..
Which can be given as• Internet lounges • Food courts
• Movie Theatres
• Gaming Zones
• Lake Park, etc.
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 .
• Why should you read the book ?
• THANK YOU
doc_222606822.pptx