Why We Buy, Updated (autographed copy)

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world’s emerging markets. New material includes:

  • The latest trends in online retail—what retailers are doing right and what they’re doing wrong—and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.
  • A guided tour of the most innovative stores, malls and retail environments around the world—almost all of which are springing up in countries where prosperity is new. An enormous ski slope attracts shoppers to a mall in Dubai; an umber luxurious São Paulo department store provides its customers with personal shoppers; a mall in South Afeica has a wave pool for surfing.

The new Why We Buy is an essential guide—it offers advice on how o keep your changing customers and entice new and eager ones.

Why We Buy is useful as a how-to for retailers, but shoppers will discover a Vance Packard for our times, on the trail of our century’s hidden persuaders.” –Hardy Green, BusinessWeek

“What Underhill offers in this delightful and engrossing book is a primer in the science of shopping….The effect of reading this book is that of being alternately entertained by hilarious stories and enlightened by trenchant observations.” - Newsday