Studying Shoppers

Looking for insight into how brands can entice frugal shoppers, Susan Berfield of BusinessWeek sat down with environmental psychologist Paco Underhill, author of Why We Buy: The Science of Shopping and Call of the Mall: The Geography of Shopping.

In the written piece for BusinessWeek, Berfield takes Underhill to a Whole Paycheck where he sees much that meets his approval in the way of signage.

We walk by a small sign stuck into a pile of Russian Banana fingerling potatoes that reads “How cute are these?” Underhill loves it. “These are more expensive than Idaho potatoes, so they’re trying to find creative ways of getting you to trade up or try something new.”

Whole Paycheck also likes to write these messages in chalk. That gives the market a real neighborhood friendly feel. Safeway and Publix ought to test the chalk method at point of sale.

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