Otherwise, they shop alone and swiftly, rarely asking for help from sales personnel. Men would rather obtain information from a brochure or videotape, preferably one they can take home. It is very difficult to sell anything to these fast-moving, unsociable targets. Yet, send a man to a store with his kids, and you can paint a bull's eye on his back. The customer needs to test that lipstick or makeup to see if it is right.
Shoppers stroke a luxurious sweater to find out if it feels as good as it looks.
They have to know what that jacket will look like in natural sunlight. When they smell bread baking, they have the urge to buy warm, tasty baked goods. Underhill agrees with our cartoon shoppers that online shopping will not ever completely replace shopping in stores. Too many products depend on customer contact to ring up a sale. Physical contact with other shoppers is not desirable.