Business Leader Workshop "The Science of Shopping"


This eight-day intensive Professional Development Certificate program is for decision-makers vested with the responsibility of ensuring a satisfactory shopping experience in today's Omni-channel world. It has been formulated to enrich and educate participants from retail businesses, vertical organizations, and shopping mall development corporations in the broad world of consumer insights and behavior. The course, developed by international consumer shopping authority Paco Underhill and a team of consumer behavior specialists introduces fundamental principles of selling environments, including in-store, online and across the entire Path to Purchase. Emphasis is given to the effect of commercial spaces on human behavior as well as the use of Shopper Insights information in decision-making. You`ll learn tracking, consumer observation, and the fundamentals of a successful shopping environment. Lessons include lecture, round table discussion and guided observation opportunities in the field including hot NYC shopping resources and a leading suburban mall.

Instructor Bios
Brett Barndt

Brett works with our client partners to produce proposals for a wide range of research and consulting engagements. He has introduced new relationship management and client account planning methods as well as developed new research methodologies with clients. Prior to Envirosell, Brett worked in new business development, new product development, marketing, and change management roles with global companies including Citigroup, KPMG Consulting, Interpublic Group, and Thomson Corporation. Brett's clients have included: Columbia University, Deutsche Bank, First Data, GE, Morgan Stanley, Adecco, Pfizer, L'Oreal, Deloitte, PricewaterhouseCoopers, Thomson, Reuters, Fidelity and CNBC Europe. He earned his M.S.

from Carnegie Mellon University and B.F.A from Indiana University of Pennsylvania.
Diana Dawson

Since 2002, Diana has made a career of observing and analyzing shopping behavior and the influence of store environments on that behavior. With a background in theater, film and set design, she started in Envirosell’s video department and advanced to lead project teams on hundreds of client engagements. Her specialized expertise includes store design, interactive displays, digital signage, and signage hierarchies. This experience combined with her passion for the subject makes her a leading authority in the industry of retail design and store planning. Diana has hundreds of clients in many industries and retail channels such as Estée Lauder Companies, Bath and Body Works, MetroPCS, Office Depot, Nokia, PetSmart, adidas, KFC, Crayola, Verizon, Target, Trader Joe’s, L.L. Bean, Build-a-Bear, Sony, Fidelity and Essilor.

Gustavo Gomez

Gustavo is a pioneer in using mobile technologies to capture shopper behavior at the point-of-sale with over a decade of experience in that area. He manages methodologies, data, analysis, and infrastructure to support the clients around the world, deploys new technologies, and develops new research services. Gustavo has worked on projects for many fortune 500 companies including P&G, Unilever, Kraft, ExxonMobil, BP, Hewlett-Packard, Bank of America, and Verizon. Retailers included: Whole Foods, Fred Meyer, Target, and QuikTrip. Gustavo also lectures on Consumer Behavior for the Sociology department at Hunter College.

Tom Moseman

Tom works with clients to understand their needs – and carefully tailors projects, resources and research teams to suit these needs – is a key focus of Moseman’s work. Moseman has been featured as a keynote speaker and presenter at a wide range of industry conferences and private corporations, and for such diverse groups as the Pennsylvania Liquor Control Board, National Confectioner’s Association, the NHL, the Association of Brazilian Advertisers and many others. His financial services clients have included Capital One and Wells Fargo Bank in North America and Lloyds/TSB in the UK and Banco Itaú in Brazil. The manufacturing clients he has served include the likes of Johnson & Johnson, PepsiCo, Heineken, Hewlett Packard and Microsoft. His store planning clients include Target, Verizon Wireless, Whole Foods, and Staples. Moseman earned his BA at Indiana University and holds an MFA from the University of Iowa.

Paco Underhill

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Target, Walmart, Verizon, Trader Joe's, Starbucks, Microsoft, McDonald's Adidas, and Estee Lauder. Paco's first book, Why We Buy: The Science of Shopping, is an internationally recognized bestseller and has been published in 27 languages. Today he is known as one of our era's forefront retail anthropologists.


8:45 am Coffee
9:15 am Welcome
9:30 am The Science of Shopping
      - Understanding the Store Environment and Today’s Customer
      - Identifying nomenclature of the customer journey
12 noon Networking luncheon
1:30 pm Methods for Understanding Store Environments
3:00 pm Daily Assignment Discussion
      - Offsite Store Visits
        * Research Evaluation forms
        * In-store research and course work discussion
        * Final project discussion and assignment
4:30 pm Conclusion

9:30 am Uncovering Shopping Behavior
      - Qualitative vs. Quantitative Research
        * What Qualitative research can tell us
        * What Quantitative research can tell us
12:30 pm Lunch on your own
1:30 pm Shopping Behavior continues
      - How to design a Qualitative/Quantitative study based on business needs
3:30 pm Daily Assignment Discussion
      - Offsite Visits: Fairway, Whole Foods, Trader Joe’s
      - New evaluation form design
      - Photographic reports and findings
5:00 pm Conclusion

9:00 am In-Store Experience Field Trip to Garden State Plaza
      - Review of Day 2 Assignment and Trip Orientation
        * Board Bus and Depart
10:45 am Arrival at Destination
5:30 pm Return to Manhattan

Free Day

9:30 am The Story of the Customer Journey
      - Where does the experience begin?
      - Entering the Store
      - Navigating the Store
      - Shopping the Section/Aisle
12:30 pm Lunch
1:30 pm Customer Journey Continued
      - Associate Interactions
      - Signage
      - Shopping the Store
      - The End of the Journey
4:00 pm Assignment
      - Offsite research for final Qualitative Assessment and Competitive Review project

9:30 am Customer Service and Operations
      - Overview of Service Retail: What it is and Why It Matters
      - Defining Customer Service for Today's Shopper
      - Case Studies in Service Retail
        * Food Service
        * Wireless
        * Hospitality
        * Transportation
        * Banking
12:30 pm Working lunch provided
      - Final Project Assessment and Guidance
2:45 pm Trip to Williamsburg, Brooklyn shopping district
7:30 pm Conclusion

9:30 am Case Studies in Service Retail: Continued
12:30 pm Lunch
1:30 pm How Researchers Influence Change
3:00 pm Individual Project work
      - Independent study time

9:30 am Path-to-Purchase and Omni-Channel Issues
      - From In-Store to Path-to-Purchase
      - Consumer channel preferences
      - Brand unity presence: online, in-store, mobile, tablets
12:30 pm Lunch on your own
1:30 pm Online Shopping Behavior
      - The nature of online shopping
3:00 pm Finalizing Student Projects for January 29
      - Q&A and help with finalizing projects
4:30 pm Conclusion

9:30 am Final Project Presentation Day
      - Presentations
      - Evaluation and discussion
12:30 pm Casual Lunch buffet provided
2:00 pm Final Wrap-up
       - Building Environments for People: A check list
      (reviewing initial form and Q&A)
4:00 pm Certificate Ceremony
4:30 pm Conclusion

Who:C-level decision makers
Date and Time: Jan 21 – Jan 29, 2016
Location: New York, FIT Campus

To register, please contact