This document discusses how retailers use tricks and patterns to attract different types of customers and influence their shopping behavior. Some common tactics mentioned include designing stores to appeal to specific demographics through things like music, colors, and product placement. For example, one store creates an elegant atmosphere through classic clothes, simple signs, calm colors, and subtle music to attract a certain age and style. In general, retailers strategically design store layouts, displays, and music to make customers feel relaxed and encourage them to explore products and make purchases.