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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.