According to the literature review conducted by this writer, Paco Underhill is without question the leader in expertise around social space design in the marketplace. Underhill has written several books on the subject of Social Space Design and owns a company called ENVIROSELL.
In a description of the man who founded and manages Envirosell, a New York based research and consulting firm with offices around the world it is noted that Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior and that he has earned his status as a leading expert and pioneer in the field. (Envirosell, 2005, p. 1)
"Underhill preaches that retailers have to cater to the behaviors of the consumer in order to increase their chances of selling successfully.For example, North Americans tend to turn to the right as they enter a large store - just like they drive on the right side of the road." Therefore Underhill states "If you want to get my attention, it better be to my right." (2000, p. 1)
Underhill arrives at his conclusions about best practice in the market place by using a combination of in-store video cameras and direct observation of customer behavior. His research shows that 70 per cent of shoppers are women. ...