Latest news with #KateHardcastle
Forbes
24-06-2025
- Business
- Forbes
In ‘The Science Of Shopping,' Kate Hardcastle Digs Into What Influences Our Purchasing Decisions
Kate Hardcastle holding a copy of her book. There is a science behind modern shopping habits—both online and offline—according to global consumer expert and business consultant Kate Hardcastle, who argues that understanding the science of shopping is critical in the ever-evolving landscape of retail. In her new book The Science of Shopping: How Psychology and Innovation Create a Winning Retail Strategy, Hardcastle explores the aspects of consumers' decision-making journey to help retailers find the perfect price point, harness the power of storytelling and create a shopping experience that drives revenue. 'We do shop emotionally—so many of our purchases are driven that way,' Hardcastle tells me on Zoom. 'Everything can really be triggered one way or the other.' According to Hardcastle, when it comes to retail success, 'a lot of it is about psychology. It's the meet cute between psychology and technology.' Embracing technology, she says, but also understanding that 'the human touch is really important, because so many purchases are still made emotionally to this very second, and we are still human in the way that we behave, we act, we expect, we listen. So I think it's really important to make sure that The Science of Shopping speaks to both the psychology, the technology and the blend of the two together. The science is the balancing act between the two.' Hardcastle is from the U.K., and I speak to her on what she calls a 'gloriously sunny day' in early April. After a gray winter, on this particular early spring day, Hardcastle has seen purchases like 'lots of people buying ice cream, lots of people buying summer clothes, lots of retailers putting up some outfits in the window.' 'The Science of Shopping' is available to buy on June 24. 'The weather dictated that purchase,' Hardcastle tells me, explaining that colors—even a gray, cloudy day—can influence the way we shop. 'It was an emotional reaction to the weather. The way that we feel—like I have personally, and I don't think I'm alone—we buy because we feel sad, or we buy because we feel happy, or we want to celebrate or we want to commiserate. We buy because we want to feel better.' She adds that 'Of course we buy for needs and essentials like food, but a lot of it is still swayed with where we stimulate our emotions, where they come from and how that impacts us and how we feel that the outcome of getting what we want is going to make us feel.' Knowing this, Hardcastle says, will help drive sales. In the book, Hardcastle digs into why we buy what we buy, and why we buy when we buy. If you think that Hardcastle is only on the side of the seller—you're wrong. She's buyer-focused, too, as knowing The Science of Shopping can help a consumer make smarter purchases. She calls it her 'north star' to ensure that a customer 'gets a better deal, because they deserve to be in respectful and authentic relationships with brands.' 'This is work that is very important to me,' she says, adding that it's imperative 'just to have a really more transparent way of doing business, and that the customers feel educated and feel good about their choices. I think that's just a really beautiful place to be.' The book covers the history of shopping—from superstores and shopping malls shifting the retail industry in the 1980s and 1990s to online shopping in the late 1990s and early 2000s. She argues in the book that 'Retail is no longer just about selling products; it is about creating a holistic experience that resonates with the consumer. It is about understanding their needs, desires and behaviors and using that knowledge to deliver value.' She talks about why we buy when we buy, introduced me to what she calls the 'buyerarchy of needs' (clearly a play on Maslow's Hierarchy of Needs framework) and why it's important for brands to build relationships beyond transactions. Hardcastle says many factors impact the purchases we make. Ultimately, Hardcastle says of the book, 'I wrote it for me.' If she had a book like The Science of Shopping when she was beginning her career, 'I'm not saying it would give me all the answers, but it would help me have a much more rounded experience.' 'The whole picture, the whole piece, the psychology of everything really could help you build something that's incredible,' she adds. 'I've kind of written it for me to say, look, this is everything I've picked up along the way and the balance out of it—here's the lessons.' It's a book that tells 'what I need to know and that reminder and that reassurance that it is very much about emotion when it comes to sale, no matter what your channel is.' Hardcastle's interest in retail goes all the way back to her roots, she tells me—she is the grandchild of four shopkeepers, 'and I saw them do great business on their floors, which were very different,' she says. One was an upmarket department store where one set of grandparents worked; the other was a local corner shop that Hardcastle compared to a 7-Eleven in the United States. 'They really loved their customers and supported them in different ways,' she says of both sets of her grandparents. 'So I was born into retail in a way.' Hardcastle has a wealth of experience in her area of expertise. What she's learned? 'Brand loyalty is everything,' Hardcastle says. We are living in exciting times in retail, she explains, 'because we're seeing these evolvements and changes that mean there's more democratization of becoming a retailer. There's more opportunity to sell, and therefore there's more opportunity to buy. Knowledge is power—that's really important. But I'm excited by it. I think it's such an incredible route for us to see a much wider and diverse marketplace.' If readers of The Science of Shopping are sellers, she says, Hardcastle hopes 'it's given them some hope, some opportunity in what are very challenging tough times on maybe how they get more sales and how they can do it, feeling good about their business and their brand, too.' For consumers, Hardcastle hopes they can read it and learn ways to be smarter shoppers. 'The Science of Shopping' aims to make consumers smarter shoppers. In writing the book—which is out June 24—she's looking for something balanced, she says. 'I think sometimes we do get a lot of business books where it's just about the business,' Hardcastle says. 'I hope this finds a really beautiful place between doing the right thing for the customer and meeting a really great opportunity with retailers and businesses of the future.'
Gulf Weekly
19-06-2025
- Business
- Gulf Weekly
Talk ‘shop'
The Science of Shopping by Kate Hardcastle hits the shelves on June 24. The book is described as a 'no-nonsense guide to how and why we buy now', diving into the international consumer expert's experience of over 25 years. It explores the emotional, technological and psychological dynamics driving purchases, with real-world stories from top global brands, including Primark, Erewhon and Selfridges. Kate explained on social media that the drive to write the book came from her online observations of questions about consumers, which led her to create a 'helpful guide' that is shaped by her journey, listening to customers, helping businesses do better and learning from mistakes. 'Today's consumers are more empowered, informed and selective than ever before,' Kate stated. 'Their preferences, values, and buying habits are evolving at an unprecedented pace, and businesses must keep up or risk being left behind. 'Making a great product is only half the story. The rest is emotion, strategy, and trust. The Science of Shopping gives every brand, from global powerhouse to garage start-up, the tools to connect, inspire, and truly sell,' she added. In 2018, the broadcaster and commentator based in London was awarded a Member of the Order of the British Empire by Queen Elizabeth II for her contributions to business and entrepreneurship.
Web Release
03-06-2025
- Business
- Web Release
Consumer Expert Kate Hardcastle MBE Launches First Book ‘The Science of Shopping' on 3rd June 2025
From weekly shop to billion-pound strategy, 'The Science of Shopping' is the no-nonsense guide to how and why we buy now, available globally from 24th June. Written by international consumer expert and broadcaster Kate Hardcastle MBE, known globally as The Customer Whisperer, this book dives into 25+ years of insight from shop floors to boardrooms. 'The Science of Shopping' reveals how retailers, brands, and consumers are navigating the most seismic shift in spending behaviour in modern history. Backed by global data and real-world stories from brands including Erewhon, Selfridges, Aldi and Primark, The Science of Shopping explores the emotional, technological, and psychological dynamics driving what we buy – and why. At the heart of the book is a challenge to businesses: if you don't understand who your customer is and why they shop, you're not just missing sales – you're irrelevant. Top takeaways from the book include: 80% of shopping decisions will soon be influenced by AI The global retail market is now worth $29 trillion One in three shoppers buys emotionally, to feel better, not just to spend 67% of consumers don't trust advertising to guide their decisions Gen Z wants 'real-life' retail – not just algorithms A viral product can succeed or fail in under 12 hours The way we buy things now matters more than what we buy Trust, transparency, and timing will define the next era of retail The future isn't just digital, it's deeply human Kate's original model, The Buyerarchy of Needs, maps the core reasons we purchase: comfort, connection, confidence, control, and community On the launch of her book, Hardcastle said: 'Making a great product is only half the story. The rest is emotion, strategy, and trust. The Science of Shopping gives every brand, from global powerhouse to garage start-up, the tools to connect, inspire, and truly sell.' 'The Science of Shopping' is available globally (exc. USA) from 3rd of June 2025 at Amazon, Waterstones & all good bookshops. It goes on sale in the USA on the 24th June 2025 at Barnes & Noble, Amazon, Target & all good bookshops. Published by Kogan Page, the book retails for £29.99. For more information visit:
Scotsman
08-05-2025
- Business
- Scotsman
Experts reveal why Gen Z in Edinburgh is ditching over-consumption
New research from luxury jewellery brand Azora reveals a striking cultural shift in how people in Edinburgh shop for jewellery, with younger generations abandoning trend-led buys in favour of minimalist, meaningful pieces that define a new kind of status symbol - the capsule collection. Sign up to our daily newsletter – Regular news stories and round-ups from around Scotland direct to your inbox Sign up Thank you for signing up! Did you know with a Digital Subscription to The Scotsman, you can get unlimited access to the website including our premium content, as well as benefiting from fewer ads, loyalty rewards and much more. Learn More Sorry, there seem to be some issues. Please try again later. Submitting... In a brand new survey of UK consumers¹, the data found that almost half (49%) of Edinburgh shoppers now shop for everyday or investment pieces. Nationally, the figure is eight in ten for Gen Z (people under 28 years of age) and two-thirds for Millennials. Jewellery has become an expression of personal identity - worn daily, chosen with care, and rooted in emotional significance. Advertisement Hide Ad Advertisement Hide Ad Despite the UK jewellery market exceeding £11 billion in 2023/242, today's shoppers are embracing a 'fewer, finer' mindset. Credit: Azora jewellery A third of Brits have already ditched impulse-driven trend purchases in favour of thoughtful, long-lasting items, revealing that less really is more. In Edinburgh alone, fewer than 8% of shoppers are making purchases based on fashion or trends, opting for timeless and staple jewellery items. Millennials spend the most Millennials are leading the charge, spending an average of £245.70 per piece - 47% more than Baby Boomers. In Edinburgh, 38% of shoppers spend a minimum of £100 per item of jewellery. Yet only 13% of Millennials say they buy jewellery for trend or fashion reasons. Instead, they are curating timeless collections that carry meaning and are versatile across seasons, occasions, and outfits. Advertisement Hide Ad Advertisement Hide Ad Azora jewellery Kate Hardcastle MBE, consumer expert and broadcaster, explains: 'Millennials are not buying jewellery to impress others, they're buying to express themselves. The pieces they choose are intimate extensions of who they are and who they are becoming. After years of digital overload and throwaway culture, they're seeking something tactile and lasting.' Jewellery becomes part of the daily ritual The research found that almost 2 in 5 (38%) of all consumers in Edinburgh now shop for jewellery designed to be worn every day. Top choices for capsule collections? Necklaces, earrings and bracelets - timeless staples that transition from day to night. Today's younger shoppers aren't simply accumulating jewellery, they're curating it. Stephanie Cliffe, Brand Director at Azora, said: 'One of the strongest signals from our research is that consumers have moved from impulse to intention. Creating a capsule collection is becoming a symbol of modern style, emotional maturity, and sustainability.' The UK's jewellery hotspots Glasgow comes out as the most jewellery-obsessed city in the UK, with London and Manchester close behind. But Scotland is divided as whilst 49% of Glaswegians buy jewellery multiple times a year, Edinburgh residents are likely to buy less than once a year. A quiet rebellion against fast fashion Advertisement Hide Ad Advertisement Hide Ad The rise of capsule jewellery mirrors the cultural exhaustion with fast fashion. Nearly a third (28%) of Edinburgh shoppers would now invest in higher-quality, timeless pieces of jewellery. 'Jewellery must now deliver more than beauty,' adds Hardcastle: 'In today's world, it is not about fitting in. It's about standing out in the most intimate, individual way. As we move through uncertain times, consumers are looking for anchors. Pieces they can trust, hold, wear and love. There's a return to tactility, to craft, to care, to emotional clarity. And that's exactly what the new jewellery movement represents. It's not fast. It's not fleeting. It's forever.' To support consumers in Edinburgh finding their perfect everyday pieces, Azora has launched the 'fewer, finer' quiz – a guided tool to help individuals build their own timeless jewellery capsule.
