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Kev Lag Luam Ntawm Huab Cua thiab Vim Li Cas Nyiaj Txiag Yuav Pab Tau Los Ntawm Nws

Nrog rau tag nrho cov chaw thiab cov cuab yeej muaj rau peb ntawm lub vev xaib, vim li cas peb txhua tus tsis pom tus nqi qis tshaj ntawm txhua yam khoom? Muaj ntau tus neeg siv khoom lossis kev lag luam uas ua li ntawd, tab sis feem coob ntawm cov neeg tsis ua. Kuv tau qhia hauv online tias ob peb xyoos dhau los uas kuv tau hloov los ntawm kev tsav tsheb Fords mus rau Cadillac. Ib lub tuam txhab muag Ford ua rau kuv ntxhov siab thaum lawv them tus nqi me me los kho qhov teeb meem rov qab.

Kuv them tus nqi, ces kuv tsav tsheb mus rau Cadillac ntau ob peb lub lis piam tom qab. Kuv raug mob tawm hauv SRX tshiab hmo ntawd. Tus neeg muag khoom tau dhia hla hoops kom tau kuv lub tsheb kuv xav tau ntawm tus nqi uas kuv tuaj yeem them taus. Thaum kuv rov qab los ntxiv cov av nkos thiab lub tsheb kauj vab khib, lawv tau nruab lawv yam tsis tau them nqi. Thaum nws yog kuv lub hnub yug, lawv hu thiab thov kuv Happy Birthday. Thaum kuv tuaj rau hauv kev hloov roj, lawv muab kuv lub chaw ua haujlwm nrog Wi-nkaus, lossis sab saum toj ntawm cov tsheb qiv nyiaj tsis tau them nqi. (Yog, kuv paub tias lawv xav kom kuv yuav nws).

Qhov tseeb yog, kuv nyiam SRX… tab sis kuv nyiam lub hom. Cov kev paub dhau los uas kuv tus neeg muag khoom muab, tus neeg muag khoom muab, thiab cov khoom lag luam muab, tsim kev paub dhau los ntawm 4 lub qhov rooj ntawm lub tsheb. Kuv xav tias tshwj xeeb… thiab kuv kam them ntxiv rau qhov ntawd.

Hauv lub ntiaj teb ntawm architecture, lawv hu ua qhov kev paub ntawm qhov chaw nyob ib puag ncig koj Ntawm Huab Cua, sau nrog tsom ntsoov rau architects thiab cov khw muag khoom kev paub lawv tau tsim.

Lub ntsiab lus ntawm Atmospherics

Nyob rau hauv 1973, Philip Kotler sau ib tsab xov xwm nyob rau hauv lub Phau ntawv Journal of Retailing qhov twg nws piav txog qhov cuam tshuam ntawm qhov chaw muag khoom ntawm tus cwj pwm yuav khoom. Nws muab cov ntsiab lus hauv qab no:

Kev siv zog los tsim ib puag ncig kev yuav khoom los tsim cov kev xav tshwj xeeb hauv cov neeg yuav khoom uas txhim kho kev yuav khoom. Kev cuam tshuam qhov tshwm sim yog qhov kev paub zoo ntawm qhov chaw nyob ib puag ncig cov khoom yuav khoom, tus neeg yuav khoom qhov kev nkag siab ntawm cov kev hnov ​​​​lus zoo, qhov cuam tshuam ntawm qhov pom kev zoo thiab qhov cuam tshuam ntawm tus neeg yuav khoom lub xeev cuam tshuam.

Tshaj Khw Muag Khoom

Tom qab 20 xyoo ntawm kev ua haujlwm ntawm PCs, lub tuam txhab kuv ua haujlwm tau yuav MacBook Pro rau kuv. Lub thawv tau zoo nkauj. Nws muaj ib tug kov, tau tsim nyob rau hauv par nrog lawv cov kev tshaj tawm, thiab thaum koj qhib nws, lub laptop tau craddled nyob rau hauv ib tug mos mos ua npuas ncauj. Nws yog ib qho kev paub rub nws los ntawm lub thawv thiab muab tso rau ntawm lub rooj. Nws tsis yog qhov zoo li styrofoam mess nrog cov hnab yas uas tsis tuaj yeem qhib.

Qhov Apple tab tom ua yog tsim thiab ua tiav qhov kev paub tshwj xeeb, zoo ib yam rau nws cov zeem muag thiab cov neeg siv khoom. Los ntawm lub khw, mus rau cov khoom ntim, mus rau cov khoom, mus rau lub operating system, mus rau lub software. Muaj ib cua nyob ib ncig ntawm Apple uas ua rau nws tshwj xeeb. Thiab tsis xav tsis thoob, qhov kev paub kuj tseem muaj txiaj ntsig zoo.

Atmospheric kev lag luam suav nrog cov zaub ntawm cov khoom, xim, tsw, suab, cov neeg tuaj saib, kev tshaj tawm, thiab kev yuav khoom. Raws li Mr. Kotler sau:

Ib qho tseem ceeb tshaj plaws kev nce qib hauv kev xav hauv kev lag luam tsis ntev los no yog kev lees paub tias tib neeg, hauv lawv qhov kev txiav txim siab yuav khoom, teb rau ntau dua li qhov yooj yim cov khoom lag luam lossis cov kev pabcuam raug muab. Cov khoom lag luam pom tau - nkawm khau, tub yees, txiav plaub hau, lossis noj mov - tsuas yog ib feem me me ntawm tag nrho cov khoom noj. Cov neeg yuav khoom teb rau tag nrho cov khoom. Nws suav nrog cov kev pabcuam, kev lees paub, ntim khoom, kev tshaj tawm, nyiaj txiag, kev zoo siab, cov duab, thiab lwm yam khoom uas nrog rau cov khoom.

Tsib caug xyoo dhau los thiab cov lus hais tseem sawv. Hauv kuv thawj qhov piv txwv, kev yuav khoom raug puas tsuaj los ntawm tus neeg muag khoom - qhov chaw muaj kuab paug. Hauv Apple piv txwv, nws tsis tu ncua siab. Txawm hais tias koj yuav lub iPad ntawm Best Buy, nws tau ua tib zoo tsim los sib txawv ntawm nws tus kheej los ntawm cov neeg sib tw.

Online Atmospherics

Koj lub npe online, kev paub txog kev muag khoom, onboarding, platform, kev tswj hwm tus account thiab kev them nqi yog txhua feem ntawm cua cuam ​​tshuam koj lub tuam txhab lub peev xwm kom tau, khaws thiab tsim kev sib raug zoo nrog koj cov neeg tuaj yeem thiab cov neeg siv khoom. Qhov tseeb, dhau sijhawm kuv ntseeg tias lawv muaj qhov cuam tshuam loj tshaj plaws rau lub sijhawm ntev ntawm koj lub peev xwm los sib tw. Raws li cov tuam txhab txav mus rau hauv online, nws tau dhau los ua qhov tseem ceeb ntawm kev paub thiab kev sib xws hauv online txhawb kev txiav txim siab yuav khoom.

Kuv yog ib tus neeg siv tau zoo thaum nws los txog rau cov cuab yeej, cov khoom thiab cov kev pabcuam uas peb ua lag luam nrog. Kuv yuav ua ncaj ncees, txawm li cas los xij, tias kuv pom kuv tus kheej nrawm dua rau kev txiav txim siab yuav khoom thaum kuv nyiam rau hom. Qee lub sij hawm nws yog cov yeeb yaj kiab uas lawv tshaj tawm, qee zaum sau ntawv, qee zaum qhov kev paub ntawm lub vev xaib, thiab qee zaum muaj npe. Yog tias txhua yam zoo ib yam - qhov chaw, kev sib raug zoo, email, yeeb yaj kiab, thiab lwm yam - koj tuaj yeem pom kuv nkag mus rau kuv cov ntaub ntawv credit card rau kev yuav khoom online tam sim ntawd thiab nyob ntawd. Txawm tias nws raug nqi ntau dua.

Qhov tseeb yog, leej twg tuaj yeem sib tw rau pheej yig. Tab sis thaum koj tab tom sim nce cov txiaj ntsig thiab ua kom koj lub voj voog muag, nws nyob ntawm qhov ua tau zoo ntawm koj atmospheric kev ua lag luam.

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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