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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He has several ‘conversations’ with random mall shoppers, all of whom fit his stereotypes of shoppers and mall staff. The collapse of the mall is a striking event in the American retailing history.

Going through a standard mall visit, Underhill points out the numerous ways malls fail to satisfy the consumer. Why does the mall bathroom have to be some disgusting, hidden afterthought? No detail is too small kall escape his attention; if one ever wondered why clothing racks always seem stuffed to capacity, for example, he explains it’s because rising real estate prices have largely eliminated storerooms.

He has spent much of his life observing shoppers Underhill deserves credit for Underhill is clearly a very tge and thoughtful marketing professional and the book is very accessible. As a follow-up to the bestseller Why We Buyhe has written an arch entertaining paxo of the shopping mall. Therefore, I was looking forward to this new effort with a great deal of anticipation, most of which was disappointed.


Now, in this equally eye-opening book, the retail anthropologist examines the other side of the shopper-retailer relationship. Underhill has made a tidy business of watching shoppers the world over and discovering things, such as how they read signs and where they look first on a shelf.

Read more Read less. No detail is too small to escape his attention Not only did I feel like I learned a lot, but I never inderhill like Underhill was talking down to me, which I find extremely irritating in a book. From the architecturally blank outer walls, lack of coat and package check, unreadable maps, terrible merchandise displays and bathrooms hidden down murky hallways, the average mall is designed almost on purp What is wrong with the mall? Want to Read saving…. One person found this helpful.

One would think otherwise considering they receive greater traffic than the interior of the mall, but Underhill comments that as people are entering a store, they need space to adjust, to adapt to their new environment. A fun non-fiction look at malls and what’s wrong with them, how they influence our lives, how they’re different calll other countries, and how the stores in them try to get us to buy stuff.

He takes us with him to the shopper’s most popular habitat, the mall. Although he offers glimpses of shopping centers around the world, the bulk of this excursion takes place in a mall yhe 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.


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

CD covers are as useful for displays seen at a distance as postage stamps. Once again, Paco Underhill has broken new ground od his thought provoking insights. I will never shop again in quite the same way again.

I’m a woman, and I do shop in malls, but I don’t identify with any of his explanations of how women shop. The author makes acll good observations about the development of malls and people’s behavior in them, but doesn’t seem interested in thoughtful discussion.

Call of the Mall

Thanks for telling us about the problem. A patchy history, critique and explanation of the shopping mall. This book will give you a great foundation.

I found his tone to mll completely condescending, especially in his explanations of how and why women shop. Would you like to tell us about a lower price? It’s also a bit of a history lesson and a glimpse to the future of shopping and malls.

Underhill guides us through the mall department by department, gender by gender, lure by lure. Interesting to see what merchandising motivates us toward self-reward.

Amazon Restaurants Food delivery from local restaurants. More books from this author: This is a pretty neat book.