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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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I feel as if I were on one of his tours. A lot of things went wrong with the book. Otherwise it is an interesting book. Oct 31, Iftekhar Alam Himel rated it it was ok. Call of the Mall: Preview — Call of the Mall by Paco Underhill. Underhill has a conversational writing style. I will never shop again in quite the same way again.

Paco Underhill does it again.

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A surprisingly good book. View Full Version of Mal. Discover what to read next. Underhill is also surprised that no store has ever considered using the mall restrooms as a display area for its own equipment but considering how much volume mall toilets get, would any retailer want to chance his toilet being associated with badly-maintained restrooms?

Nov 20, Dave rated it liked it. I read this to understand the base of the mall generation and grew up in the “Mall rats” period of history.


I found it fascinating to see how developers and designers lure you into their retail trap! Feb 20, Ginger rated it really liked calk.

All of these characters just serve to echo his own ideas back to him, and I guess are supposed to reinforce the ideas in the reader’s mind as being true. For example, having baskets available for patrons to use could increase borrowing.

I worked in UK retail for close to 15 years and found that colleagues often applied too much conscious logic to the actions of shoppers and this meant a number of initiatives missed their potential. This, along with the aforementioned structure, in which he journeys along and converses with a cast of typical shoppers, employees and the occasional acll insider, tends to apco him as opinionated, rather than expert.

It was eye opening.

Written more for consumers than business students, it’s an entertaining account that offers most another perspective on shopping malls. The Science Of Shopping. Get to Know Us. There is a great deal of repeat information from the book Why We Buy and that is a little annoying.

Lowe’s and Home Depot are selling beautiful bathroom fixtures and paint but their bathrooms look like a concrete bunker. Underhill is clearly a very knowledgeable and thoughtful marketing professional and the book is very accessible. Bestselling “retail anthropologist” Underhill Why We Buy talks readers through yhe aspect of malls, from the first glance at their ugly exteriors along the side of the road to the struggle to remember where the car’s parked.


The part I enjoyed the most of the section on malls outside of the United States, especially those in Japan. Why isn’t there anything to eat that isn’t fast food, despite high-end stores being mere feet from the food court? Instead he off his data to make sweeping generalizations based on gender, age, and income.

Call of the Mall

I recommend “Call of the Mall: Mar 26, Emily Leathers rated it it was amazing Shelves: 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 ubderhill gained through years of retail consulting.

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Thank you for signing up, fellow book lover! Underhill guides us through the mall department by department, gender by gender, lure by lure.