Call to the Mall

BOOK REVIEW
Call of the Mall: The Geography of Shopping
 by Paco Underhill

In  WHY WE BUYThe Science of Shopping, Paco Underhill, studied the behaviour of the  consumer. Now, in this equally eye-opening book, CALL OF THE MALL – The Geography of Shopping, Underhill, a retail anthropologist by profession examines the other side of the shopper-retailer relationship. He takes us with him and his insights to the shopper’s most popular territory – the mall.

While the scenario evolves around the American malls, you will pick up good points on the customer experience within the magical place for shoppers. One may think that mall is just a bigger scale for bazaars, shops, and markets. But Underhill illustrates the mall and what goes on there, we can learn quite a lot about ourselves as a consumer from a variety of perspectives: economic, aesthetic, geographic, spiritual, emotional, psychological, and sartorial.

In the book, Underhill also presents the mall in a cultural environment, a prototype of our commercial and social culture – a place where young consumers have their first taste of social freedom and adult’s getaway where they convene in their leisure time.  This book examines how we use the mall, what it means, why it works when it does, and why it sometimes doesn’t. You design a bad mall without any real understanding of the consumer who would go there – and that’s retail disaster.  CALL OF THE MALL is a book shopping malls and so vastly informative and entertaining – and a dash of ironic, funny, and shrewd portrait of the mall.

Similar to Why We Buy, this book is very ideal for retail marketers, mall managers and marketing students.  Both Underhill’s books will tell you how to position your displays and avoid negative impact from shoppers.  You will be able to identify what percentage of the men who take jeans into the fitting room in a department store will actually buy them, and what percentage of the women will, so on and so forth.   Among the marketing authors, only Underhill would take time to observe his subject.

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