Paco Underhill

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.