This week’s guest is Paco Underhill, renowned behavioral researcher, retail anthropologist, and best-selling author of Why We Buy.

Paco has spent decades studying how and why we shop—and what our behavior reveals about the changing nature of retail. In this episode, he and Dave dig into:

• How physical stores are evolving in a digital-first world
• The surprising shopper trend reshaping the beauty category
• What AI can’t replicate when it comes to in-store experiences
• The friction points modern brands must solve to win customer loyalty

Whether you're in eCommerce, store design, or brand strategy, this conversation is packed with timeless insights from one of retail’s most influential thinkers.

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Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker