Summary Of It's Not Fifth Avenue Or Even Main Street Chapter 3

In chapter three, the author talks about the Twilight Zone. This refers to the front part of the store, the parking lot and the transition zone. When we arrive to a particular mall, for instance, JCPenney, all we want to do is find the closets parking space and rapidly come into the store to browse for the products we have in mind and buy them. Sometimes we end up buying stuff that we were not even planning to get. This is not surprising! In the book, the author makes reference to the parking lot as an unpleasant place to hang out. “It s not Fifth Avenue or even Main Street. It’s speeding cars, exhaust fumes and asphalt, with usual elements on top-rain, wind, cold, heat”. I agree that when we plan to go to a store, we just feel the rush to come in without caring about the merchandise displayed by the doors. We even sometimes keep heads down looking as we walk or looking at our cellphones while we talk to our friends or family. I honestly do not pay attention to the details placed on windows to the side or by the door. We are used to going forward, not sideways. This makes it difficult to us, customers, to see the displayed products and signs. I have rarely paid attention to signs

Stores could also be seen as flea markets selling discounted merchandise, which is clearly not the point. In our book, in chapter five we discussed about Maslow’s Hierarchy of needs. “This theory describes consumers as addressing a set of prioritized needs” (pag.86) If retailers think this strategy could be successful, they should make sure to apply Maslow’s hierarchy of needs as a guideline to convinced shoppers that their product helps them to meet one of the identified