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Paco’s Tips: Take a Seat

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How far would Paco go to put a chair in his store? “I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin.” So … pretty far.

If reading INSTORE hasn’t convinced you to put a chair in your store yet, read this quote from Paco Underhill.

Says the author of the merchandising classic WHY WE BUY: “In the majority of stores throughout the world, sales would instantly be increased by the addition of one chair. I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin. A chair says: We care. Given the chance, people will buy from people who care.”

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

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