Paco Underhill

Paco Underhill is a retail consultant and author known for studying consumer behavior in shopping environments. He uses observation and research techniques to understand how people shop, what attracts their attention, and how store layouts influence purchasing decisions. His insights help retailers design better stores, improve customer experiences, and increase sales by aligning store design with natural shopping habits. Underhill's work emphasizes the importance of understanding customer psychology and behavior to create more effective retail environments.