Whether consciously or subconsciously instigated. By ordinary citizens, authority figures, shop workers, bus drivers, or really anyone for that matter
Whether consciously or subconsciously instigated. By ordinary citizens, authority figures, shop workers, bus drivers, or really anyone for that matter
Stores buy specifically tailored perfume to encourage people to buy in demand products, it’s not even a secret or anything it’s s common practice. Some smaller stores do the same but with music playlists.
Another common one I’ve seen is adverts, which are exactly that and so common that lots of people don’t even notice them anymore.
Then of course there’s the simpler things, like the design of a website. Well designed websites make the difference between a customer and a passer-by.
I used to run a small business, and we did a great number of things (relative to our business size and industry) in order to facilitate sales. Every touch point was designed to minimize the friction between the guest and them spending money. Both subtle things and obvious things.
The marketing started as soon as one visited the website (tracking pixels and FB for re-marketing ads) or called for info (we would try to capture at least name and email for additional marketing—always with explicit permission: “May we have your email address so we can send you additional periodic information?”). We had phone call flows and maximum hold times (3 mins).
We retained detailed guest notes and information which we would use to tailor their following visits (manually; any kind of automation was beyond our technical ability at the time).
I’d have to spend some time thinking of all the other ways we did things. Most of which we implemented in a Disney Magic sort of way, in the sense that things are just sort of magically happening without the guest being concerned about it.
And? Did it pay off to put that amount of effort in?
It did! A lot of it was quite marginal, but on the whole it was all orchestrated nicely and worked pretty seamlessly.