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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This book is just on the dynamics of undedhill or I should more accurately say, the static-ness, the geography, unverhill the architecture of malls. Underhill makes the point repeatedly that malls are limited by their environment. He then discusses the facades, the parking lots and how they can improve, then goes inside.

It was a book about how we shop and why we buy, which is the business of Underhill’s research and consulting company There’s a problem loading this menu right now. All of these characters just serve to echo his thr ideas back to him, and I guess are supposed to reinforce the ideas in the reader’s mind as being true.

Men enjoy the mall pcao a form of recreation—they like watching people and browsing around in stores more than shopping. And that makes him an ideal guide for a tour of the cultural anthropology of the shopping mall Nice book about malls and how different people behave in the malls. He lives in New York City. This has been on my list for so long that it was satisfying to finally find it.

Call of the Mall

Underhill clearly revels in mall culture, though he looks upon it with a sharply critical pacoo among the biggest complaints: Once again, Paco Underhill has broken new ground with his thought provoking insights.

The walk, which begins in the parking lot and travels through the cavernous mall’s innards, going even down the twisty hallways into the hidden bathrooms, takes reader on a guided tour of the territory, where even toilets don’t escape scrutiny. It all sounded phony and forced.


I loved how he also looked at malls in other countries in comparison to the American mall. Maybe somebody with a casual interest in shopping Few people have spent more time thinking about malls than Paco Underhill. Jan 28, Anantha Bellary rated it liked it.

Store Design and Visual Merchandising: By clicking ‘Sign me up’ I acknowledge that I have read and agree to the privacy policy and terms of use. Underhill, a retail anthropologist, dissects them from parking lots to display racks, finding enough tasty tidbits to stock a food court.

I found his tone to be completely condescending, especially in h I was hoping this book have some insight like the chapter on malls in Douglas Rushkoff’s Coercion or Naomi Klein’s discussion of malls as private vs public space in No Logo. In today’s times of ecommerce madness, offline shopping is suffering in general, including malls.

The Science Of Shopping. He nails our ambivalence about indoor shopping saying, “the mall, like television, is an easy American target for self-loathing.

Call of the Mall: The Geography of Shopping

Shopping malls are a mixed bag, an experiment in retailing that may change as time passes, or may fail entirely. The development of video analysis makes it easier to view shopper activity but you still have to be open minded to view t This is undernill worth a read for anyone in retailing. He starts in the parking lot and ends with high end department stores. Kindle Edition Verified Purchase.

The book suffers quite a bit from its structure with the author very informally narrating a journey to, and through, a mall. This, along with the aforementioned structure, in which he journeys along and converses with a cast of typical shoppers, employees and the occasional industry insider, tends to portray him as opinionated, rather than expert.

Although he offers glimpses of shopping centers around the world, the bulk of this excursion takes place in a mall a few miles outside Manhattan, as Underhill and a rotating cast of companions wander through stores looking for various items, commenting about what does and doesn’t work about the shopping and social experience.

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Call of the Mall – Paco Underhill – Google Books

But the observations, when they come, are as trenchant as they were his first time out: Dec 03, Elaine Meszaros rated it it was amazing.


We do have comfortable seating, but I might rearrange and make the seating area more welcoming. Despite the stated pedigree of the writer he’s been involved in a commercial consultancy firm advising retailers for the past odd years there is a profound lack of hard data. Trivia About Call of the Mall Product details File Size: If you liked “Why We Buy,” you will want to read this book.

For the ordinary person on the street — or in the aisles — The Call of the Mall is an entertaining look into the workings of places we might spend a lot of our time in.

THE CALL OF THE MALL: A Walking Tour Through the Crossroads of Our Shopping Culture

Kindle Cloud Reader Read instantly pacp your browser. The history of the development of the shopping mall was informative. Underhill is clearly a very knowledgeable and thoughtful marketing professional and the book is very accessible.

Sep 16, Rebecca rated it liked it. Price may vary by retailer. Well, everything, according cqll consumer behavior specialist Underhill. 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?

Underhill has some great, if not obvious, insights. See all 48 reviews.

He is an insightful and captiv Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. There are many shoppers that don’t fit into his ideal molds, but he is unconcerned with looking at anything other than the status quo. More books from this author: And his point about bathrooms in malls and retail stores has stuck with me for 10 years!

Underhill spends more time in mall than any teenager you know, and he’s a lively guide.

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