Underhill argues that if retailers took the time to both observe and recognize their customers’ behaviors, improving their store layout to be conducive to such behaviors, that they could increase sales. In addition, he explains the different behaviors that certain demographics shifts, have when purchasing and how shoppers respond psychologically to the placement of merchandise. For instance, men take pride in their efficiency when shopping, often times placing the first item they touch into the shopping cart. Women, on the other hand, take pride in perfection when shopping, they will inspect every product they buy in order to make sure they got the best item available. Thus, Underhill argues that women’s merchandise should be placed neatly
