Bits of Books - Books by Title


Call of the Mall

Paco Underhill





Everyone loses their car in mall car park at some stage - esp if it's a rental

People don't ask for directions in a mall - we haven't developed social conventions so no one asks or offers assistance

Cosmetics counter - if clerk offers help too soon customer will leave - trained to watch shopper closely for the moment she raises her head very briefly - that means she's found something but wants more info - equivalent to a jerk on fish line and that's when she needs to be reeled in. Women won't buy cosmetics on sale - feel they're putting something second-rate on face. So instead, companies offer gift-with-purchase

Public toilets just seen as a cost by owners, but author suggests getting local bathroom manufacturers to see it as a showplace for new styles or accessories. Or why not get Body Shop to supply free samples?

Kiosks the most lucrative rental for owners of mall - pay far more psf than even highest traffic stores. They have the highest visibility - more than 1/2 shoppers look at them, esp 18-25 yo's who are primed for novel experiences. Malls originally thought kiosks would be starter stores - ie would grow into bigger conventional shops, but in fact if successful they just clone more kiosks.

More books on Money











Books by Title

Books by Author

Books by Topic

Bits of Books To Impress