Retail anthropology

"The Science of Shopping," authored by Michael Gladwell, discuses how, at a psychological level, people interact with retail stores. Much of the analysis of this human-store interaction is performed by Paco Underwood, a pioneer in retail anthropology. Over the years, Underwood has uncovered a repertoire of human idiosyncrasies as relevant to retail shopping. For instance, upon entering some retail location, most shoppers immediately turn right; this tendency, termed the Invariant Right, is just one retailers must compensate for in display of merchandise. Further, the contemporary American shopper is much different from those of the past; therefore, retailers must redefine retailing. Gone are the overly paternalistic relationships between clerk and consumer that existed half a century ago. Modern consumers now wish to play an active role in purchase decisions.

I am influenced by a store's design insomuch that I find it difficult to bring myself to venture into a store, in particular, a clothing store, that lacks aesthetics I find appealing. Wherever I go, I prefer being surrounded by the quality of finishes and fixtures to which I can relate.

In analysis of retail stores, the following are of importance:

• Location and organization of merchandise
• Ratio of purchasers to browsers
• Average time spent in the store and at what zone penetration
• Average number of items examined by each category of shopper