\nAv\u00e2nd deja ceva experien\u0163\u0103 \u00een domeniul comercializ\u0103rii de parfumuri, Mindy Yang \u015fi-a propus s\u0103-\u015fi ajute clien\u0163ii s\u0103 aib\u0103 mai mare \u00eencredere \u00een informa\u0163iile pe care le primesc pe cale olfactiv\u0103 atunci c\u00e2nd iau decizia de cump\u0103rare, deschiz\u00e2nd \u00een acest scop magazinul Perfumarie. Nota distinctiv\u0103 la Perfumarie este lipsa oric\u0103ror elemente de branding, care i-ar putea distrage pe cump\u0103r\u0103tori, ace\u015ftia cump\u0103r\u00e2nd f\u0103r\u0103 s\u0103 vad\u0103 ce cump\u0103r\u0103, baz\u00e2ndu-se doar pe sim\u0163ul mirosului. Poten\u0163ialii clien\u0163i ajun\u015fi \u00een magazin sunt condu\u015fi la un perete simplu, pe care sunt instalate ni\u015fte robinete speciale, identice, marcate fiecare cu un num\u0103r. Sub fiecare robinet se afl\u0103 un mic vas cu capac, \u00een care se afl\u0103 o leb\u0103d\u0103 de h\u00e2rtie \u00eembibat\u0103 \u00een parfumul corespunz\u0103tor.<\/p>\n
\nNici robinetele, nici vasele \u015fi nici lebedele de h\u00e2rtie nu con\u0163in elemente care le-ar putea permite cump\u0103r\u0103torilor s\u0103 identifice marca. Clien\u0163ii miros mostr\u0103 cu mostr\u0103, de la cea mai delicat\u0103 arom\u0103 la cea mai puternic\u0103, not\u00e2ndu-le pe cele care le-au atras aten\u0163ia, dup\u0103 care selecteaz\u0103 dou\u0103 pentru a le \u00eencerca pe piele. Alegerea final\u0103 este ambalat\u0103 \u00eentr-o fiol\u0103 micu\u0163\u0103, etichetat\u0103 \u015fi ea cu un num\u0103r, f\u0103r\u0103 vreun element de identificare a m\u0103rcii.<\/p>\n
\nPentru cei care nu suport\u0103 misterul parfumat prea mult\u0103 vreme, Mindy Yang organizeaz\u0103 la finalul fiec\u0103rei luni o petrecere \u00een care dezv\u0103luie numele parfumurilor aflate la v\u00e2nzare p\u00e2n\u0103 atunci \u015fi, de asemenea, public\u0103 lista acestora online. Cei care revin la magazin au op\u0163iunea de a deveni membri ai unui club al acestuia \u015fi a interac\u0163iona unii cu al\u0163ii, dar \u00eentreprinz\u0103toarea sper\u0103 \u015fi c\u0103 firmele produc\u0103toare de parfumuri vor apela la Perfumarie pentru teste \u00een r\u00e2ndul consumatorilor.<\/p>\n","protected":false},"excerpt":{"rendered":"
Parfumurile se cump\u0103r\u0103 de multe ori \u00een func\u0163ie de marc\u0103, lucru de care o \u00eentreprinz\u0103toare din New York \u00eencearc\u0103 s\u0103-i dezve\u0163e pe cei curio\u015fi s\u0103 treac\u0103 pragul magazinului s\u0103u, scrie New York Times. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7182],"tags":[4126,470,448,10884,8301,4899,10209,9579,6083,15645,32958],"class_list":["post-157627","post","type-post","status-publish","format-standard","hentry","category-panorama","tag-clienti","tag-cumparare","tag-functie","tag-incercare","tag-magazin","tag-marca","tag-new-york","tag-new-york-times","tag-parfum","tag-prag","tag-trecere"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/157627","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=157627"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/157627\/revisions"}],"predecessor-version":[{"id":157632,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/157627\/revisions\/157632"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=157627"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=157627"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=157627"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}