Paco Underhill’s informal book Call of the Mall is like a trip to the mall with several different customers and features conversations with salespeople and with . Call of the Mall has ratings and 87 reviews. Anina said: This is a pretty neat book. The guy who wrote it is a professional who observes people in ma. Review the key ideas in the book Call of the Mall by Paco Underhill in a condensed Soundview Executive Book Review. Summaries & book reviews of the year’s.

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Call of the Mall: The Geography of Shopping by Paco Underhill

A typical mall, Underhill tells us, is a cultural environment — but a badly designed one, as though it were put together without any real understanding of the people who would use it Not Enabled Word Wise: Get fast, free shipping with Amazon Prime. This company has moved on to advising libraries on how to better organize their spaces for the way customers use them.

The book establishes Paco Underhill, already one of our premier marketing gurus, as a heavyweight social commentator. Then it was a satisfying read too. Paco Underhill shares the history of the mall, talks about present day malls and predicts a dismal mall future, but also prescribes remedies for the future that malls could follow so that they do not become completely obsolete.

This was a waste of my time. Though I took a lot of time to read this book as the references are all American and at times that was distracting.

If you liked “Why We Buy,” you will want to read this book. To see what your friends thought of this book, please sign up. Lists with This Book. Has lot of insights on Consumer behaviour and retail design. The Geography of Shopping by Paco Underhill.


No detail is too small to pacoo his attention Underhill clearly revels in mall culture, though he looks upon it with a o critical eye; among the biggest complaints: Please try again later. Amazon Advertising Find, attract, and engage customers. Enter your mobile number or email address below and we’ll send you a link to download the free Kindle App.

It was in great shape and a super fast read. Open Preview See a Problem? I read the book all the way through and agreed with most of it, though I bristled with some of the generalizations mostly those having to do with gender. No detail is too small to escape his attention; if one ever wondered why clothing racks always seem stuffed to capacity, for example, he explains it’s because rising real estate prices have largely eliminated storerooms.

Having said that, the ideas suggested in the book for store design, cinema experience enhancement, other customer experience ideas- they are timeless.

Call of the Mall

To ask other readers questions about Call of the Mallplease sign up. Some might ask how much detail shoppers really want about how stores entice them to buy, but any nagging doubts will be swept away by the engaging manner in which Underhill passes along the keen insights he’s gained through years of retail consulting. Competing in the World’s Toughest Marketplace. Otherwise it is an interesting book.

In today’s times of ecommerce madness, offline shopping is suffering in general, including malls. Not worth your time! Underhill has some great, if not obvious, insights. You might not think a book about shopping malls would be so vastly informative and entertaining, but this one is, and everyone who has ever set foot in a mall ought to read it.

Paco Underhill, the Margaret Mead of shopping and author of the huge international bestseller Why We Buynow takes us to the mall, a place every American has experienced and has an opinion about. Lowe’s and Home Depot are selling beautiful bathroom fixtures and paint but their bathrooms look like a concrete bunker.


He takes the reader through a tour of the many facets of a mall, beginning with how people decide which mall to go to for shopping. Why aren’t clothes shown on angled racks so you can see everything? Perfume counters are located in most department stores in their front and center od because they were used to block out the horse smell from the streets way back when.

Why no one has implemented them yet is a wonder.

He has spent much of his life observing shoppers We look at the mall and wonder: Write a customer review. It is unddrhill for a business class for me. Feb 20, Ginger rated it really liked it.

This book will give you a great foundation. While it initially may not sound very interesting, I think these self-described “niche reads” give us glimpses into our societies or an industry that help us understand the world a bit better. I got this one from the shelf at work. A lot of their foot traffic is from teenagers who are there because they have nothing else to do; suburban teens have no place outside of home and school to go to. He points out, for instance, that the spaces near entrances and exits are consigned as low rent.