Paco Underhill is often called the godfather of retail anthropology. As the founder of Envirosell and author of Why We Buy, The Call of the Mall and How We Eat, he reshaped how businesses design space, understand human behavior and build experiences around real people, not unrealistic, imaginary personas.

Paco Underhill reflects on his lifetime of global travel, tracing the evolution of transportation from ship voyages in the 1950s to extensive air travel across hundreds of airports.

Traverse the turbulent landscape of modern airports, where the traveler’s journey, fraught with security checkpoints and interminable waits, presents a surprisingly fertile ground for innovative retail and service opportunities. This piece dissects the strategic missteps and untapped potential within these captive markets, urging airport operators and retailers to prioritize traveler empathy and smart design—from expanded women’s restrooms to integrated online fulfillment—to transform a miserable experience into a seamless, profitable, and even delightful one.

Step into the dazzling, surreal world of Dubai, where luxury shopping, futuristic architecture, and unprecedented cultural diversity converge to create a truly intergalactic retail experience unlike any other. This piece reveals how Dubai has leveraged its strategic location and visionary ambition to become a global crossroads for wealth and leisure, effortlessly catering to diverse international visitors—from chador-clad families to Euro-trash backpackers—who seek world-class shopping, medical tourism, and a unique sense of safety and welcome.

Critical analysis of grocery retail design, customer experience shortfalls, and recommendations for modernizing food shopping environments.

An analytical exploration of the footwear retail sector, consumer behaviors, and evolving trends in shoe purchasing patterns.

Prepare to be amazed: the museum gift shop has evolved from a dusty souvenir stand into a sophisticated retail powerhouse, now a vital profit center for cultural institutions worldwide. This piece reveals how these curated emporiums, offering everything from artisanal crafts to high-end design, are leveraging unique product rotations and a deep understanding of their discerning clientele to become must-visit destinations, challenging traditional retail models with their blend of culture and commerce.

Paco Underhill, the founder and CEO of behavioral research and consulting firm Envirosell, explains that grocery stores place flowers at entrances to stimulate shoppers’ senses, making them less disciplined buyers.

Beyond the obvious aisles, retailers are overlooking hidden goldmines for customer engagement and sales, with public restrooms—especially women’s—emerging as surprisingly potent, untapped marketing platforms. This piece challenges conventional store design by proposing a radical transformation of these overlooked ‘wait zones’ into immersive showrooms, where suppliers can showcase products contextually and convert mundane moments into powerful purchasing decisions.

Thought-provoking analysis on the impact of digital screens on consumer behavior, retail environments, and social interactions.

Prepare to journey into the audacious future of food retail, where the traditional supermarket is being reimagined not just as a place to shop, but as an immersive experience, a digital hub, or even a drive-through spectacle! Discover how visionary concepts, from AI-powered pantries to interactive virtual aisles, are set to redefine how we acquire our sustenance, promising both unprecedented efficiency and a renewed joy in every bite.

Gone are the days when luxury retail catered solely to a Western aristocracy; today’s global elite, driven by first-generation wealth and diverse cultural traditions, are rewriting the rules of high-end consumption. This piece reveals how shopping tourism has exploded, forcing luxury brands to adapt—from offering multi-lingual services and private shopping experiences to even integrating medical tourism—as new money with peaches-and-cream complexions demands respect and bespoke experiences beyond traditional European enclaves.