Several years ago, the noted retail anthropologist Paco Underhill brought down the house at a Fast Company event when he posed that question. It was, he said, the one he most liked to ask store executives when he toured their establishments.
If shopping is the great American indoor sport, why isn't it more fun? Why isn't it easier? Why isn't it better? Paco Underhill, founder of Envirosell Inc., decodes the secrets of retail design to explain the rules behind how we shop.