Therefore, it is important to take it into account both when designing the point of sale and the shopping experience that we want to offer through it, as well as when communicating with our customers or detecting their needs.
Psychology and neuromarketing allow us to analyze both the wishes and
needs of the consumer, as well as the feelings that certain experiences arouse.
Attention and memories motivate us.
So, it is always appropriate to be aware of the knowledge that these
disciplines provide us to offer a multisensory experience, which supports the
image that we want to convey of our business.
Any small detail influences the behavior of consumers, therefore, the
selection of this type of stimulus should be based more on the objectives we
seek than on our own tastes.
It is not about manipulating the will of anyone to force them to buy
what they do not want, this would have very short legs.
It is about awakening the attention, interest and desire of the consumer
by offering, in the best possible way, what they were really looking for.
How does the store layout influence customer behavior? How does the
psychology of prices, the distribution of the shop window, the smell, the
music, the touch or the typography of the letter influence a communication
campaign?
The value of marketing.
Marketing helps us understand what the customer demands and expects of
us.
Forcing us to look at our business proposal from the customer's point of
view.
In conclusion, we must have four clear ideas:
A growth business mindset enables us to face new challenges and emerge
stronger from challenges.
Working on the effective positioning of our commercial proposal,
connects our goals and values with those of our public.
Building lasting relationships with clients based on credibility and
trust generates valuable interactions.
Having a control system with effective metrics , reflected in a
scorecard, allows us to make informed decisions and even anticipate
difficulties in order to tackle them.
These pillars are strong enough to allow us to build and develop a
viable and long-lasting business.
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