Beyond The Shelf REWIND: The Science of Shopping - with Behavioral Researcher & Author Paco Underhill
Oct 28, 2025
Paco Underhill is a pioneering retail anthropologist and the bestselling author of "Why We Buy," blending decades of behavioral research with commercial insights. In the conversation, he discusses how physical stores are transforming in a digital-first landscape and highlights surprising trends in the beauty sector. Paco emphasizes the unique human elements that AI cannot replicate and shares timeless retail forces influencing shopper behavior. He also offers practical advice for both in-store design and e-commerce strategies, making it a must-listen for brands.
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Episode notes
Brochure Rack Experiment
- Paco moved a brochure rack and emptied a month's worth of brochures in three days.
- He learned small physical changes can immediately change customer behavior.
Six Constants Shaping Retail
- Paco identifies six constants shaping retail: digital blend, gender, generations, time, local vs global, and wealth.
- These factors explain why what works in 2000 won't always work in 2025.
Observe, Don't Only Survey
- Use observation and video rather than just surveys to see real shopper behavior.
- Combine multiple methods to synthesize reliable, actionable insights.
