Current reading: The Call of the Mall by Paco Underhill, 2004

Paco Underhill, a retail anthropologist and consultant, takes us on a days journey through a suburban American mall.

Underhill offers insight to how behind the slick facade of the mall is a world of store hierarchy, aggressive competition and increasingly sophisticated methods to make us part with our money.

He explains why Cartier would be positioned next to a discount jewellery store, why there are rarely windows on the exterior and why ladies shoes are best positioned over from the make-up counter.

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