Headlines

E-Com 'Butt-Brush?'

Noted 'bricks' retail analyst inspires 'clicks' improvements

Published

24 years ago

October 30, 2000

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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.

The folks at Amazon.com say they have taken a page from his book and have cleared the site of a lot of visual clutter. Amazon.com has eliminated most of the “tabs” that appear on the on the page's top margin and has shed much of the graphics, links and promotional text, to adopt a softer on-line landing.

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