In Part 4 of our Why We Buy Summer Book Club series, host Patrick Keiser digs into a powerful truth from Paco Underhill’s retail research: the more comfortable customers feel in your store, the longer they’ll stay — and the more they’ll spend.
This episode explores how comfort influences customer behavior and sales, from reducing congestion to providing seating and shopping baskets. Patrick unpacks real-world insights on the dreaded “butt-brush effect,” personal space, traffic flow, and how creating thoughtful, relaxed environments can turn browsers into buyers. You’ll hear stories, stats, and strategies to help you rethink the way your store is laid out and how customers experience it.
✅ In this episode:
- What the “butt-brush effect” is and why it kills sales
- How time spent in-store correlates with how much customers spend
- Easy fixes for aisle congestion and overcrowded displays
- Why seating and shopping baskets are secret sales tools
- How group shopping (especially female friendships!) boosts buying behavior
Whether you’re running a gift shop, clothing boutique, or general store, this episode will help you see your store through your customers’ eyes — and make their experience better, easier, and more profitable.
📚 Catch up on earlier episodes in the series to build a stronger store, step-by-step:
- Part 1: The Experience Starts Outside
- Part 2: The Decompression Zone
- Part 3: The Right Placement
🔗 Join the movement supporting independent retailers: heartonmainstreet.org
📲 Follow us on Instagram: @heartonmainstreet
Keywords: Why We Buy, Paco Underhill, retail comfort, store layout tips, customer experience, butt brush effect, Main Street retail, retail strategy, shop local, small business sales tips, Heart on Main Street, Main Street Matters podcast
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