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CNN News:冲动消费研究

所属教程:2016年04月CNN新闻听力

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2016年04月21日

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Buying what we don`t need. A creditcard.com survey found that 75 percent of Americans had made an impulse purchase in 2014. A Nielsen survey found that 52 percent of people in Thailand had done this, 48 percent in India. And retailers everywhere have certain tools they use to get people to buy.

购买我们并不需要的商品。一项网络调查显示,在2014年约有75%的美国人冲动消费。一项尼尔森的调查显示,在泰国约有52%的人冲动消费,在印度约有48%的人。世界各地的零售商有各种各样的办法可以使消费者们掏钱包。

The goal is to look at a shopper and find out what they emotionally crave in a shopping experience and give that to the shopper.

我们的目的是观察消费者,找到她最需要什么,然后满足顾客的需要。

How do retailers do that? By studying you in the store to see what you like and what you want. One way to measure how a shopper is feeling is to watch people anonymously.

零售商是如何做到这一点的呢?通过研究身处商店的你喜欢的事物以及想要的事物。 其中观察顾客感受的一个办法就是默默观察。

From cameras that are based on different areas of the store that literally look at somebody`s face and see what kind of facial micro expression they`re showing to find out what emotional they`re feeling in whatever given time.

从商店不同位置的摄像机,可以看到顾客的面部,并能观察到顾客在浏览物品寻找自己喜爱商品的微表情。

Another way is to track volunteer shoppers wearing monitoring devices. They showed me how this is done in their lab. A wrist monitor captures my heart rate, blood pressure and skin temperature to measure my emotional reactions. Special glasses show exactly what I`m looking at, to pinpoint what draws my attention. Then, I`m off to shop in simulated stores.

另外一种方法就是跟踪记录观察佩戴了监控设备的志愿消费者。他们向我展示了在实验室如何开展这项工作。手腕监控器可以测量我的心率、血压以及体表温度以监测我的情绪反应。特殊的研究可以准确地的捕捉我在观察的商品,精确地找到是何种商品吸引了我的注意力。现在,我要去模拟商店了。

First, for eyeglasses.

首先,眼镜。

This is what we call visual merchandising. These visual storytelling cues pull you in, get you a little bit more engaged in the story of the brand.

这就是所谓的视觉营销。视觉营销可以吸引你,关注于品牌故事。

Like I want to be like that guy or I want to be with that guy so these are the glasses I need.

例如,我想成为那样的人,或者我想与那个人在一起,我需要的就是这副眼镜。

Right. Exactly.

非常对!

Next, to grab a cup of coffee.

接下来,去喝杯咖啡。

If I`m at coffee shop and somebody`s at the checkout, it`s best to enhance the emotional experience by having social proof that others have bought here, that others are into the things I`m into and it helps enhanced the rewarding experience I have at retail.

如果,我在咖啡店,有人在结账,这时候最好通过社会认同来提高情感体验,例如,别人买了什么咖啡或者别人喜欢我喜欢的事物就会帮助提高在零售店满载而归的几率。

And then a mobile device store.

之后,去移动设备商店。

The brain really reacts well to people, and people using the products, creating story and enveloping the customer in a story rather than just trying to sell them a product, you want to get them involve in somebody`s life and again, aspirational type market.

大脑会对人们进行恰当的反映,售货员会利用产品、创设关于顾客的情境故事,而不是仅仅一味的销售产品 ,如果你想要了解别人的生活,那么采用成功营销策略。

So they can see themselves there.

那样他们就会看到购物的自己。

Exactly. They`re projecting themselves in that environment.

对的!因为他们将自己预设到当时的情境中。

Buying what we don`t need. A creditcard.com survey found that 75 percent of Americans had made an impulse purchase in 2014. A Nielsen survey found that 52 percent of people in Thailand had done this, 48 percent in India. And retailers everywhere have certain tools they use to get people to buy.

UNIDENTIFIED MALE: The goal is to look at a shopper and find out what they emotionally crave in a shopping experience and give that to the shopper.

REPORTER: How do retailers do that? By studying you in the store to see what you like and what you want. One way to measure how a shopper is feeling is to watch people anonymously.

UNIDENTIFIED MALE: From cameras that are based on different areas of the store that literally look at somebody`s face and see what kind of facial micro expression they`re showing to find out what emotional they`re feeling in whatever given time.

REPORTER: Another way is to track volunteer shoppers wearing monitoring devices. They showed me how this is done in their lab. A wrist monitor captures my heart rate, blood pressure and skin temperature to measure my emotional reactions. Special glasses show exactly what I`m looking at, to pinpoint what draws my attention. Then, I`m off to shop in simulated stores.

First, for eyeglasses.

UNIDENTIFIED MALE: This is what we call visual merchandising. These visual storytelling cues pull you in, get you a little bit more engaged in the story of the brand.

REPORTER: Like I want to be like that guy or I want to be with that guy so these are the glasses I need.

UNIDENTIFIED MALE: Right. Exactly.

REPORTER: Next, to grab a cup of coffee.

UNIDENTIFIED MALE: If I`m at coffee shop and somebody`s at the checkout, it`s best to enhance the emotional experience by having social proof that others have bought here, that others are into the things I`m into and it helps enhanced the rewarding experience I have at retail.

REPORTER: And then a mobile device store.

UNIDENTIFIED MALE: The brain really reacts well to people, and people using the products, creating story and enveloping the customer in a story rather than just trying to sell them a product, you want to get them involve in somebody`s life and again, aspirational type market.

REPORTER: So they can see themselves there.

UNIDENTIFIED MALE: Exactly. They`re projecting themselves in that environment.

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