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Paco Underhill

Founder and CEO, Envirosell Inc.; Bestselling Author, Why We Buy: The Science of Shopping

Travels From:
New York
Fee Range:
$15,000 - $25,000

Paco Underhill is Founder and CEO of Envirosell Inc., a global research and consulting firm specializing in studying retail and service environments. It has become the principal testing agent for prototype stores and bank branches across the globe as Paco and his colleagues have spent more than 25 years conducting research on the interaction between people, places, services and things. Paco helps companies understand what motivates the behaviors of today's consumer. His research shows how today's retail world is ruled by factors such as gender, "trial and touch" and human anatomy. His first book, Why We Buy: The Science of Shopping, has been published in 27 languages and has sold more copies than any other retail book in history.

The world grows and changes every day; so does the State of Retail. The flexibility to adapt to tomorrow’s changes to comes from a solid footing today. Underhill shares his insights to help you get that footing.


This category management focused seminar starts from a bird’s eye view of your aisle and zooms into the details that make a shelf work. From this seminar, you’ll learn how to turn the confines of your environment into success.


This seminar focuses on the many incarnations of signs. Underhill covers who uses what signs where, for how long, and why. You’ll walk away with the knowledge to use signs as selling tools.


This seminar walks through the store from a shopper perspective. Underhill fills in the missing pieces between drawing board and retail trenches. You’ll take away the information you need to build a better store.



  • First Impressions: Where does your store start?

  • Dissecting the “decompression zone”: Understanding both the mental and physical priorities of an entering customer

  • Understanding Customer Needs Knowing All Sides of Your Customer

  • Sales Associates- Your Front Line

  • Store Layout

  • How do I NEED to shop your store?

  • Unplanned Shopping

  • The Cashwrap Experience


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