美国有线新闻 CNN 75%的美国人有过冲动购买行为 视觉营销吸引购买

 

play pause stop mute unmute max volume 00:0002:16repeat repeat off Update Required To play the media you will need to either update your browser¹ to a recent version or update your Flash plugin. 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 retailers³ 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 crave⁴ 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 anonymously⁵.

UNIDENTIFIED MALE: From cameras that are based on different areas of the store that literally⁶ 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 pinpoint⁷ 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 checkout⁸, 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 retail².

REPORTER: And then a mobile device store.

UNIDENTIFIED MALE: The brain really reacts well to people, and people using the products, creating story and enveloping⁹ 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, aspirational¹⁰ type market.

REPORTER: So they can see themselves there.

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

1 browser   

n.浏览者

参考例句：

• View edits in a web browser.在浏览器中看编辑的效果。
• I think my browser has a list of shareware links.我想在浏览器中会有一系列的共享软件链接。

2 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

3 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

4 crave   

vt.渴望得到，迫切需要，恳求，请求

参考例句：

• Many young children crave attention.许多小孩子渴望得到关心。
• You may be craving for some fresh air.你可能很想呼吸呼吸新鲜空气。

5 anonymously   

ad.用匿名的方式

参考例句：

• The manuscripts were submitted anonymously. 原稿是匿名送交的。
• Methods A self-administered questionnaire was used to survey 536 teachers anonymously. 方法采用自编“中小学教师职业压力问卷”对536名中小学教师进行无记名调查。

6 literally   

adv.照字面意义，逐字地；确实

参考例句：

• He translated the passage literally.他逐字逐句地翻译这段文字。
• Sometimes she would not sit down till she was literally faint.有时候，她不走到真正要昏厥了，决不肯坐下来。

7 pinpoint   

vt.准确地确定；用针标出…的精确位置

参考例句：

• It is difficult to pinpoint when water problems of the modern age began.很难准确地指出，现代用水的问题是什么时候出现的。
• I could pinpoint his precise location on a map.我能在地图上指明他的准确位置。

8 checkout   

n.（超市等）收银台，付款处

参考例句：

• Could you pay at the checkout.你能在结帐处付款吗。
• A man was wheeling his shopping trolley to the checkout.一个男人正推着购物车向付款台走去。

9 enveloping   

v.包围，笼罩，包住( envelop的现在分词 )

参考例句：

• Always the eyes watching you and the voice enveloping you. 那眼睛总是死死盯着你，那声音总是紧紧围着你。 来自英汉文学
• The only barrier was a mosquito net, enveloping the entire bed. 唯一的障碍是那顶蚊帐罩住整个床。 来自辞典例句

10 aspirational   

志同的，有抱负的

参考例句：

• Most of the images that bombard us all are aspirational. 轰击的图像，我们都期望最大。
• Analysts said self-help and aspirational reading could explain India's high figures. 分析师们指出，自助读书、热爱读书是印度人均读书时间超过别的国家的主要原因。