Winning the Retailing War You hear lots of gloom and doom about the future of the independent jewelry store, but I can point you to an expert who would say it’s way overdone. He’s Paco Underhill, author of a fascinating new book called Why We Buy (Simon & Schuster, 1999). Underhill is a retail anthropologist, which means he studies how shoppers react to a retail environment. I’m not using the word “study” lightly. He may not go as far as Margaret Mead in his pursuit of verifiable facts—she lived with her subjects when she wrote her famous book, Coming of Age in Somoa—but Underhill is astonishingly nosy. For the past two decades, he and “trackers” from his consulting firm have been lurking in hardware stores, supermarkets, and bookshops all over America, videotaping or noting shoppers’ every move—what they look at, what they pick up, where they walk with

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out