Q&A with Envirosell CEO Paco Underhill and RichRelevance CEO Dave Selinger on the Future of Shopping

Paco Underhill, retail expert and author, reveals the influences behind purchasing decisions and RichRelevance CEO David Selinger explains how his technology for retailers is staying relevant with the emergence of mobile, local and social.

Q: You’re the author of the global bestselling book ‘Why We Buy’. How did you become an expert in the psychology and science of shopping?
Envirosell, the firm I founded, is the principal testing agency for prototype stores and bank branches in the world. We have studied shopping and circulation patterns for more than 25 years.

Q: In your research what three things most often influence a purchasing decision?
First is the perception of value: is what I am considering worth the amount of money I am being asked to spend? Second, how does what I am buying fit into both the needs I have, or anticipated impact I am looking for? And third, is the experience of shopping one that complements both the goods I am considering, and my concept of self?

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This post was written by RichRelevance

ABOUT RichRelevance
RichRelevance is the global leader in experience personalization, driving digital growth and brand loyalty for more than 200 of the world’s largest B2C and B2B brands and retailers. The company leverages advanced AI technologies to bridge the experience gap between marketing and commerce to help digital marketing leaders stage memorable experiences that speak to individuals – at scale, in real time, and across the customer lifecycle. Headquartered in San Francisco, RichRelevance serves clients in 42 countries from 9 offices around the globe.
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