E-Com 'Butt-Brush?'

Principles discussed by Paco Underhill (noted retail analyst) for traditional retail betterment, are being employed by Web retail too.

Underhill (also the author of “Why We Buy: The Science of Shopping) first coined the “butt brush” phenomenon (describing the importance of personal space in a store — lest the female consumer immediately vacates), has also stated it is imperative to have “soft-landing” storefronts. He prescribes calmer environments to help the consumer orient themselves.