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August 2, 2016

NSSF Webinar: Retail Guru Paco Underhill and ‘The Science of Shopping’ for Firearms Retailers

For immediate release

August 2, 2016

For more information contact:

Bill Brassard

NSSF Webinar: Retail Guru Paco Underhill and ‘The Science of Shopping’ for Firearms Retailers

NEWTOWN, Conn. — The National Shooting Sports Foundation® (NSSF®), the firearms industry’s trade association, has teamed up with famed retail guru Paco Underhill for a webinar on “The Science of Shopping” for firearms retailers.

Set for Aug. 24 from 1 to 2 p.m. EDT, the webinar will provide retailers with tips on how to improve customer experience and customer retention. Retailers who register will receive access to a video NSSF filmed with Underhill at a firearms retail store and a live one-hour Q&A session with one of world’s leading retail authorities.

“Paco Underhill is the father of modern shopping science,” said Patrick Shay, NSSF Retail Development Director. “He was a huge hit with retailers at our Industry Summit this year, where he delivered an eye-opening presentation. With this webinar, we wanted all retailers in our industry to have the chance to hear what he has to say and also have the chance to ask him questions. This webinar really is a can’t-miss event.”

Paco Underhill is the CEO and founder of Envirosell, a behavioral research and consulting firm with 10 offices globally. Underhill and Envirosell have been working with retail and merchandising issues for 30 years. The company’s work has been featured in The New York Times, 20/20, National Public Radio, Smithsonian Magazine, Wall Street Journal and other major news media outlets.

Underhill is also the author of the book What Women Want, which examines how women are affecting the future of commercial spaces, Call of the Mall, a walking tour of the American shopping mall, and Why We Buy, the bestselling book about retail used in corporate training and business schools around the world.

The NSSF webinar, “Paco Underhill and The Science of Shopping,” is scheduled for Aug. 24 from 1 to 2 p.m. EDT. Registrants will also receive access to a pre-webinar video that was filmed with Underhill at a firearms retail store. The cost of the webinar is $49.99 for NSSF members, $99.99 for non-members. Retailers can register at


About NSSF
The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 13,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. For more information, visit

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Tags: customer experience customer retention Firearms Retailers National Shooting Sports Foundation NSSF nssf members Paco Underhill Retail retailers The Science of Shopping Webinar

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