Why We Buy with Author Paco Underhill

04/03/21 • 45 min

The CPG Guys, Sri & PVSB, are joined in this episode by Paco Underhill, legendary author of the seminal book on shopping behavior, "Why We Buy" which has been in continuous print for 20+ years.
Paco answers these questions posed to him:

Your book “Why We Buy” was published over 2 decades ago yet remains, to this day, in publication in 28 languages to the tune of 100,000 copies per year? What, in your opinion, is the timeless constants of its content that keeps people wanting to buy it and learn from it?
Is North America still the epicenter of retail innovation in this world? If not, where do you think this is really happening?
How has consumer access to information changed the retail shopping experience?
What has been the disruptive factor of private label products in North America that has consumers gravitating to Kirkland, Simple Truth, O Organics, President’s Choice and the like?
If 80% of weekly purchases over age of 40 are the basically the same items, what is the impact on CPG companies & packaging?
What is the impact of the smart home with a smart kitchen and voice OS on purchasing behavior and efficiency?
How are technology and big data enabling better customization across the consumer journey?
In your consulting practice Envirosell, You have spent an enormous amount of time observing consumer behavior to draw meaningful insights. Why, in this digital age, is this still an important skill?

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DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. The views expressed by the CPGGUYS, LLC do not represent the views of their employers or the entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Your book “Why We Buy” was published over 2 decades ago yet remains, to this day, in publication in 28 languages to the tune of 100,000 copies per year? What, in your opinion, is the timeless constants of its content that keeps people wanting to buy it and learn from it?
Is North America still the epicenter of retail innovation in this world? If not, where do you think this is really happening?
How has consumer access to information changed the retail shopping experience?
What has been the disruptive factor of private label products in North America that has consumers gravitating to Kirkland, Simple Truth, O Organics, President’s Choice and the like?
If 80% of weekly purchases over age of 40 are the basically the same items, what is the impact on CPG companies & packaging?
What is the impact of the smart home with a smart kitchen and voice OS on purchasing behavior and efficiency?
How are technology and big data enabling better customization across the consumer journey?
In your consulting practice Envirosell, You have spent an enormous amount of time observing consumer behavior to draw meaningful insights. Why, in this digital age, is this still an important skill?

Previous Episode

Enabling Brand DTC Part 2 with Shoppable's Heather Marie Udo

In this episode of The CPG Guys podcast, Sri & PVSB speak with Heather Marie Udo. the founder & CEO of Shoppable, a distributed commerce technology company with a suite of e-commerce products surrounding Shoppable's patented, universal checkout API. Shoppable's solutions enable advertisers, retailers, and publishers to create shoppable sites, content, ads, videos, mobile apps, recipes and other innovative commerce. The CPG Guys have partnered with Shoppable to report on this solution that provides brands all of the benefits of a 1P customer relationship without being the merchant of record.
Please provide feedback to the CPG Guys here: http://ratethispodcast.com/cpgguys
In this episode, Heather answers the following questions:

Take us through the founder's journey of how shoppable was founded a decade ago? What gap in the industry does shoppable fulfill?
How has the journey been? No one wins without failures and learning from them?
Was this easy, has everything changed during covid? What are lessons learned you would share with other aspiring entrepreneurs?
Tell us about how retail partnerships were formed? Who are your retail partners? How do retailers benefit from this?
It sounds like you started working with publishers when you first launched. When did you start working with CPGs and is shoppable a full DTC solution?
How did you scale the platform over time? What are the specific features of shoppable?
Which categories or types of brands is shoppable suitable for?
Let’s talk about the all important topic of data & insights. DTC is usually anchored for data and consumer/shopper relationships. Does shoppable work towards collecting data and harnessing it?

To learn more about Shoppable, visit http://www.shoppable.com
Shoppable YouTube channel.
Part 3 of the series (released next week) will feature Shoppable's client GSK.
CPG Guys Website: http://CPGGuys.com
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Twitter: http://twitter.com/cpgguys
LinkedIn: http://www.linkedin.com/company/cpgpodcast
Media Kit: http://tinyurl.com/cpgguysmedia
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. The views expressed by the CPGGUYS, LLC do not represent the views of their employers or the entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, co

Next Episode

Winning Federal Government Work with Merzier Process Group's Darnley Merzier

The CPG Guys, Sri & PVSB, are joined in this episode by Darnley Merzier-Bryan, founder & President of Merzier Process Group, a CVE certified Service-Disabled Veteran-Owned (SDVOSB) and Women-Owned Small Business information technology (IT) consulting firm founded in 2008 and headquartered in the Washington D.C. Metro area. Merzier's entire client focus is on the U.S. federal Government.
Darnley answers these questions posed to her:

Take us through the journey of how you started up a process improvement company and began working as a US Federal Government contractor?
Working with the US government must mean process and a lot of patience I guess in securing contracts? If true, how do you navigate it and work with it since this is your business?
What prompted you in the first place to move from Haiti to the United States? Has the journey been anything like you anticipated?
What’s the DNA of a startup? What ticks, what results in growth? Are there hacks?
What are the different services your offer the US Federal government? How do you find contracts?
How is it to resource, staff and manage a team? How do you balance delegating vs owning it yourself?
You are a female entrepreneur and so is your partner in this business. Is this harder to compete as a woman-owned contractor?
If someone wants to focus on the Federal Government as a client for their product or service, are there specific places online they can go to identify these opportunities and learn how to structure a proposal as part of the procurement process? And how can they promote their services for opportunities that may not have yet been conceived by the US Government?