Luan Santana - Conto de Fadas (Ao Vivo)

Not only direct advertising works but also other attractors. Fifteen years ago, a person very consciously approached a purchase. Today 65-67% of people make decisions impulsively, on the spot. Here's an example: if you spray the smell of cigars or brown leather in an expensive men's clothing store, then sales will grow by 30%. At a sportswear store, a floral scent increases sales by up to 60%. With music, you can also control demand. These tools are invisible, but they are very powerful. Take stores F ”- this is the most mass market. Their message is fashionable shoes at low prices. There are low-quality, disposable shoes, but an excellent system of discounts and bonuses, on which they work. Another example: in New York, a corner of the house where there was a classic clothing store chosen by marginal-looking teenagers. Loyal customers stopped going there, and sales fell. The owner turned to consultants, and they recommended the inclusion of classical music. The next day, admission was free. - Anush Gasparyan