{"id":1349,"date":"2009-12-08T23:24:12","date_gmt":"2009-12-09T04:24:12","guid":{"rendered":"http:\/\/tibetantailor.com\/?p=1349"},"modified":"2009-12-09T14:09:32","modified_gmt":"2009-12-09T19:09:32","slug":"shoptimism","status":"publish","type":"post","link":"http:\/\/tibetantailor.com\/?p=1349","title":{"rendered":"Shoptimism"},"content":{"rendered":"<p>Last week we had a book club meeting down in the local Argo tea (located on the first floor of the Sears Store.) In attendance was Pete Simon, Fred Leise, Nina Bieliauskas , Rod Rakic and myself Dennis Schleicher. The book was <a href=\"http:\/\/www.shoptimismbook.com\/\">Shoptimism by Lee Eisenberg<\/a>.<\/p>\n<p>Here are some of the things I wrote down from the discussion<\/p>\n<ul>\n<li>The big difference between the act of buying and the process of buying.<\/li>\n<li>That people buy things for so many different reasons.<\/li>\n<li>The aspect of buying as a social process and that sometimes we buy something just because other people buy it.<\/li>\n<li>We talked about Syd Jerome\u2019s \u00a0in Chicago as a great buying experience. Fred talked about how much they know about you and why you bought what you did, even if it was a year ago.\u00a0 We thought it contrasted with companies today that try to buy that information and build that profile on the fly rather than earning it. Online it is so hard to know why someone bought something. One person reflected on for all that big online companies know about me\/us \u2013 why isn\u2019t it a better experience. Gift-buying really throws it off.<\/li>\n<\/ul>\n<p>Here are some of the highlights from the book<\/p>\n<p>(p12) \u201cAn anthropologist \u2026\u00a0 asks of a woman buying a new dress, say, what self do you take up with this dress, who will you now become?\u201d<\/p>\n<p>(p28) \u201cShopping has melted into everything . . . \u201c<\/p>\n<p>(p70) \u201cThe hard part, he said, is helping stores configure data into passkeys that actually open our credit card cases and unlock our spending through improved store layout and sales training. It\u2019s not <em>that<\/em> a guy walks past a fancy display. It\u2019s how do you <em>use<\/em> the captured video to come up with a display that <em>will<\/em> stop him, you, me, cold in our tracks.\u201d<\/p>\n<p>(p70) \u201cSeventy percent of what people spend in a mall, or a grocery store for that matter, they had no intention of buying when they walked in the door.\u201d<\/p>\n<p>(p88) \u201cretailers [need to] define themselves by the customers they serve, not by the products [they sell].\u201d<\/p>\n<p>(p131) On the ton of UGC product reviews and forums where potential customers can ask questions \u2013 \u201cThis all represents a turning point in Sell Side history. <em>We<\/em> have become valuable selling assets.\u201d<\/p>\n<p>(p168) \u201cThe Internet, as O\u2019Guinn later explained to me, is the \u2018backyard fence\u2019 across which we and fellow tribe members toast the brands we like and roast the one\u2019s we don\u2019t.\u201d<\/p>\n<p>(p173) On American Girl Place \u2013 \u201cThe observers saw something close to brand quintessence here. There\u2019s interaction: an environment charged with energy and activity, a destination that exemplifies a successful \u201cbrandscape,\u201d \u2026\u201d<\/p>\n<p>(p194) On the supermarket as the great retailing change of the 20<sup>th<\/sup> century \u2013 \u201cself-service, the ultimate death of the salesman . . .\u201d<\/p>\n<p>(p211) \u201cHow do we decide \u2013 when we resolve to clean out the attic and garage \u2013 that certain items are \u201cjunk\u201d and others are collectibles . . . \u201c<\/p>\n<p>(p242) \u201c\u2026 exploring the notion that it\u2019s the buying process itself, not what is bought, that drives the compulsive to the mall.\u201d<\/p>\n<p>(p254) \u201c\u2026 shopping online is both like and unlike shopping in a store. One thing they have in common is that what we say we do when shopping isn\u2019t necessarily what we do when shopping.\u201d<\/p>\n<p>(p255) \u201cOptimally . . . we want maximum flexibility of choice and \u2018minimum decision complexity.\u2019\u201d<\/p>\n<p>(p288) \u201cthe celebrated anthropologist Mary Douglas declared in their classic The World of Goods \u201cIt is extraordinary to discover that no one knows why people want goods.\u201d<\/p>\n<p>(p294) On McCracken and home visits to find out what\u2019s important to people &#8211; :They should invite themselves into other people\u2019s homes and ask about the things best loved, the things people keep on their walls and on the mantel. Ask where those things came from, how folks came to own them, and what meaning they hold in their lives.\u201d<\/p>\n<p>(p300) \u201cSo these things you didn\u2019t buy but were attracted to, or the things you bought and didn\u2019t return \u2013 they offered what, exactly? I asked Williams. She thought about that for a second. \u2018I\u2019d say they offered a sort of hopefulness.\u2019 Aha, shoptimism!\u2019 However momentarily,\u2019 she added, \u2018the things I bought and keep turned out to be somehow enhancing.\u201d<\/p>\n<p><strong>References<\/strong><br \/>\n<a href=\"http:\/\/www.shoptimismbook.com\/\">Shoptimism The Website for the Book<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week we had a book club meeting down in the local Argo tea (located on the first floor of the Sears Store.) In attendance was Pete Simon, Fred Leise, Nina Bieliauskas , Rod Rakic and myself Dennis Schleicher. The book was Shoptimism by Lee Eisenberg. Here are some of the things I wrote down [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1349","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"aioseo_notices":[],"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/tibetantailor.com\/index.php?rest_route=\/wp\/v2\/posts\/1349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/tibetantailor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/tibetantailor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/tibetantailor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/tibetantailor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1349"}],"version-history":[{"count":6,"href":"http:\/\/tibetantailor.com\/index.php?rest_route=\/wp\/v2\/posts\/1349\/revisions"}],"predecessor-version":[{"id":1351,"href":"http:\/\/tibetantailor.com\/index.php?rest_route=\/wp\/v2\/posts\/1349\/revisions\/1351"}],"wp:attachment":[{"href":"http:\/\/tibetantailor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/tibetantailor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1349"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/tibetantailor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}