Are retailers really as sneaky as this article in U.S. News & World Report claims we are? Written for consumers, it makes it sound like storeowners know how to trick shoppers into buying by manipulating what they smell, hear and see in a store.

If only it were as easy as the article claims. Yes, you might entice some customers by spraying fake pine-tree scent on you Christmas display. You might put them in a better mood with appropriate background music. You might attract rather than repel them with soothing colors in your displays. And you might have sales only rarely so customers perceive your merchandise as high-quality.

But odds are none of those so-called merchandising tricks will work unless your store is properly designed from the outside in. Drawing customers through the front door depends on numerous factors including front window and door display, location of cash wrap, shelf height and many more.

While interesting, I hope the article doesn’t contribute to the myth that retailers can magically force customers to make unnecessary purchases. You’d be surprised how many people I meet who still think subliminal advertising could be the answer to their prayers.

I say focus less on the subconscious elements of in-store merchandising and focus more on the conscious. There’s plenty you can do design-wise that will attract customers besides spraying pine scent. It doesn’t take getting bawled out by a shopper who’s allergic to pine to realize that.