Because the customer is always in motion, signs must be attention-getting, clear and readable, relate information bit by bit, and interrupt natural sightlines. That means the products with the highest sales will be located at eye level and a little to the right when the customer faces the shelf. Display bins are better for that than shelves. Only stores can provide the sensory stimuli, immediate gratification and social interaction that customers crave. But in this 2000 edition of Why We Buy , he enlarges his chapter on e-commerce.
Delivery is too big a problem to allow e-commerce to reach all retail customers.
Underhill praises the Web's limitless selection, ease of price comparison, and its overall convenience, speed, and depth of information. Just like his book.