In this second installment of our Why We Buy Summer Book Club series, host Patrick Keiser unpacks one of the most overlooked yet critical parts of any retail space — the decompression zone. Based on insights from Paco Underhill’s seminal book, Why We Buy, this episode explores what happens in the first 5 to 10 feet inside your store and why it can make or break your customer’s shopping experience.
Patrick explains why customers ignore products placed too close to the entrance, how the body and brain transition from the outside world into the shopping mindset, and why this area should be treated as sacred ground, not prime selling space. With real-world examples from independent retailers and simple tactics you can use right away, this episode helps you turn “no man’s land” into a gateway to stronger sales.
✅ In this episode:

• What the decompression zone is and why it matters
• Mistakes many retailers make at their front entrance
• Easy ways to shorten the transition zone and guide customer behavior
• When to use “speed bump” displays and when to hold back
• How to observe your customers and redesign with intention

Plus, Patrick gives an exciting update on the One Day, One Heart event live from AmericasMart in Atlanta — including details on how 11 showrooms are rallying together to support retailers impacted by natural disasters.
📚 Don’t miss this thoughtful, actionable episode designed to make your space more welcoming and effective. Whether you’re a longtime boutique owner or just getting started, you’ll learn how a few feet can make a big difference.
🔗 One Day, One Heart Fundraiser: https://givebutter.com/one-night-atl
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Keywords: Why We Buy, Paco Underhill, decompression zone, retail design, store layout tips, boutique merchandising, Heart on Main Street, retail strategy, customer experience, storefront design, Main Street Matters, shop local podcast, independent retail