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The Inside Scoop

One expert's take on today's retail scene

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This story appears in the July 2004 issue of Entrepreneur. Subscribe »

Paco Underhill, consumer behavior pioneer and founder of Envirosell, a global research and consulting firm based in New York City, has followed up his international bestseller Why We Buy: The Science of Shopping with the new title Call of the Mall. Here, he shares a few retail insights:

What's one critical trend today's retailers need to watch?

Paco Underhill: A store is a 3-D brand. Everything that's there has to be there for a reason. The way the independent merchant survives is by doing it better or by being more nimble or creative.

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