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Welcome to the lecture on Why We Buy:
Shopping and the
Purchasing Environment.
My name's Vince Mitchell and I'm
professor of consumer marketing
here at Cass Business School
in the center of London.
0:12
In this lecture, we're
going to be covering things
about the old physical retail space
in terms of how to conduct commerce
and within that, three
particular approaches
to locating, exploring,
and dreaming in order
to encourage people to purchase.
And we're going to
move on to E commerce,
talk about the exciting
area of M commerce,
and then tell you a little
bit about what F commerce
means at the end of this lecture.
0:40
But first, a couple
of interesting facts.
Physical retail space
is certainly not dead.
In fact, since 2002, it's
increased by over 200%.
A company that really
exemplifies this yet is Ikea.
They now employ 127,000 staff
in 41 different countries.
And a recent Mintel Report estimated
that 1 in 10 babies born in Europe
have actually been
conceived in an Ikea bed.
There are 175 million copies of
Ikea catalogue printed annually.
That's three times
more than the Bible.
And actually, 2/3 of British
families chose to go to Ikea
rather than go to church,
and that's given that there
are only 18 Ikea stores in the UK.
1:26
So what are retailers
trying to achieve in store?
Well, first of all,
they're trying to attract
consumers into the store.
They want to allow them
to find the merchandise
that they want very easily.
Ideally, they'd like to keep
them in store for a long time
and make them think about
some unplanned purchases
and motivate them to make
those, and of course, finally,
to provide them with a very
satisfying shopping experience
so that they'll return.
