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The project talk about the understanding of the awake of buying impulsion on customer. We want to understand in the first part about the different scientists and psychologists who learns and provides some understanding of the human mind but mostly the customers behaviors. In the second part we want to put in light the different application of stimuli and show how brands from traditional (glosery shop, intermarché) to luxury brand( Dior) apply it. Through the different type of customers experience we will be able to put in the nutshell the importance of the call to action in order to awake buying pulsion. In the last part, we would like to explain how technologies and the new innovation such as AI or VR, reach another level of customers experience and a great way to catch the mind of customers. To conclude, we would like to put in light the importance of the stimulis and psychologics effects used by brands in order to keep themselves in the mind of their customers.