As much of Canada starts moving into Spring Break, many of you will find yourself on the beach or with some extra time around the house this week. Maybe you are in search of a good book that will help you relax and also learn something that will help you in your role. You cannot go wrong with “Why We Buy” by Paco Underhill.
The book explores how shoppers make purchase decisions and how the retail environment where a shopper shops affects those decisions. This book will be particularly interesting for those working to develop a Shopper Marketing capability in their organization or who are already engaged on a Shopper Marketing project. It is also extremely informative for Key Account Managers and Category Managers alike.
Underhill is the thought leader in this topic area and the founder of Evirosell. He has spent thousands of hours in stores around the world tracking the behaviors of shoppers and working with both leading retailers and suppliers.
We can all learn from his experience and wisdom.