How to lure a customer into a store, and not just lure, but seduce into a purchase? In the era of the jaded and therefore prudent consumer, this problem is more relevant than ever. To the question: “What do you want?” the client now most often says: “Save!” But is this the answer the seller is expecting? The latest brain research has shown that human behavior is guided not by reason, but by emotions. Based on the results of these studies and classical marketing data, such a science as neuromarketing was born. Knowing the biochemistry of the emotional reactions of buyers, sellers can effectively influence all five human senses, using positive stimuli in the form of smells, music, color, and product display. The book is intended for retail entrepreneurs whose goal is to improve their sales strategy.