Paco Underhill

Underhill is a retail anthropologist. This means that he studies the behavior of shoppers. He is a consultant used by many retail businesses that have locations in shopping centers since he determines things like where to place displays that will have the best chance of resulting in sales. He also makes recommendations to retail stores on where to locate in a shopping center based on the speed of the shopper's walk. Based on their speed, there is a period of adjustment time when shoppers enter a store and Underhill defines this area as the Decompression Zone. Stores should never put anything important in this area because the shopper's will never notice it, no matter how big or gaudy it is. He uses hidden camera in his study of shoppers and their behavior. He is the founder of Envirosell, which is his consulting firm. He has worked for...