Recently I’ve been reading Why We Buy: The Science of Shopping by Paco Underhill (whom I’m convinced must be a South American Hobbit).
It’s a great book that is packed with facts, and figures and hard research about how we actually go about shopping, the tricks and tips that clued-up store managers use to lure you into their stores, and the mistakes that less clued-up managers make that result in you leaving the store with nothing.
It was a recommended read in another book about Web usability, because although this one focuses on the real world there are a lot of skills and observations that can be transferred to the online environment.
It does mean, however, that during the last fortnight I’ve been particularly aware when entering stores about what’s working and what’s not. This evening, for example, I spotted this in my local Scotmid Co-op (I’d gone in for milk, thanks for wondering.):
A display of Twix, Mars and Snickers chocolate bars situated right in front of the copies of Men’s Health magazine! Oh the irony!