Essay # 2 Summary

Here's my summary of Section 1 of the article - The Science of Shopping:

• There really is a science to something as routine as shopping.
• That Paco Underhill's work as an "urban anthropologist" (that's the first time I ever heard that term) is really very important to the retailers across the U.S. and the world in general.
• Paco's work has proven to be very valuable especially now - the lowest profit margins ever
• Paco's work shows retailers how shoppers behave in their stores.
• In particular, Paco has found that americans keep to the right when they enter a store. 
• He calls this the Invariant Right and has verified it.
• American shoppers won't go to the left to make an impulse buy but only to satisfy a real need like eating
• That the faster a person walks the more their vision narrows
• That they need a certain amount of time to slow down and really start to shop-Paco calls it the Decompression Zone
• That a retailer should never put anything important in that depression zone
• That Paco's work really can help retailers know why a store works or doesn't work.