The Wall Street Journal — “Shopping Scientist Paco Underhill Tackles Online Retail”

Paco Underhill, CEO of Envirosell and a renowned scholar of consumer culture, has a message for retailers: It’s no longer the early 20th century.

Too many retailers, he said in a recent interview with this blog, treat shoppers like they did back in the early boom days of department stores, before technology enabled consumers to easily compare prices and products elsewhere. Many retailers, he said, treat mall shopping and online shopping as entirely different things — as if their customers don’t actually do both.

Continue reading at The Wall Street Journal

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