Paco Underhill

Founding President of Envirosell & Expert On Global Consumer Trends
Paco Underhill
  • Best-selling author of Why We Buy, Calling of the Mall and What Women Want, Paco’s books have been translated into over 26 languages
  • With insightful anecdotes, he breaks down buying behavior and consumerism in the modern era
  • Draws on an entertaining combination of customer interviews and video to back up insights for companies around the globe

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Paco founded Envirosell Inc. in 1986 as a testing agency for prototype stores. A consulting firm that does research, Envirosell has worked in 50 countries and with more than one-third of the Fortune 100 list. While prototype testing of stores, restaurants, and bank branches is still 30% of its business, Envirosell’s largest clients in 2019 were technology companies trying to understand consumer behavior in store, in home, on the job, and on-line. Other clients included global Mall Developers, CPGs, healthcare groups, airports, professional sports clubs, theme parks, home builders, office designers, and on-line agencies. Paco has stepped back as CEO of Envirosell in August of 2020 and gave the company to his young employees. Paco is now the strategic advisor to Envirosell Global LLC.

Paco is the author of popular books including Why We Buy: The Science of Shopping out in 28 languages and used in MBA programs, design schools, and retailing training programs across the world. His books and articles are used in English as a Second Language (ESL) textbooks published by both Oxford University Press and National Geographic. His newest book How We Eat: The Brave New World of Food and Drink will be published by Simon & Schuster in January of 2022.

As a speaker and presenter, he has worked in 50 countries talking to merchants, marketers, bankers, technologists, hospital groups, government agencies, cultural institutions, non-profits, trade institutions, and most importantly students. As the son of a diplomat who grew up around the world – he has a global perspective and believes in Edutainment – laughter, and education are intertwined.

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Speaker Video

Why We Buy: The Science Of Shopping. Based on his best-selling book, Paco Underhill reveals how to keep your changing customers and entice new and eager ones. Get fresh observations and important lessons from the cutting-edge of retail, including what retailers are doing right and what they're doing wrong—and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. Plus, a guided tour of the most innovative stores, malls, and retail environments around the world—almost all of which are springing up in countries where prosperity is new.

Global State Of Retail. The world grows and changes every day, so does the State of Retail. The flexibility to adapt to tomorrow's changes comes from a solid footing today. Paco Underhill reveals the trends to watch to stay on the cutting edge, from changing consumers, communication, leadership issues, human behavior, and the retail tools of tomorrow.

What Women Want. The global marketplace is turning female friendly. Paco Underhill reveals why it is so important to serve women in the marketplace—what makes a product, space, or service female friendly, and why it matters.

Paco Underhill's Additional Speaking Topics, Include:

  • Retail Banking In The 21st Century
  • The Future Of Travel
  • The State Of Luxury Goods
  • Convergence: On-line, Mobile Phone, Bricks, & Mortar
  • The Crisis Of Market Research
  • The Evolution Of The Mobile Phone
  • Trends In Global Shopping Malls
  • The Future Of Bread & Food Service
  • Getting To The Modern Airport

In addition to discussing popular retail topics listed below, presentations can be custom-designed for each organization. They are as varied as his audience members. His relevant and informative messages have given trade associations, conference boards, and corporate retreats insightful information about the global state of retail from the world's foremost shopping anthropologist.

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