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试吃是一种更成功的超市零食促销策略

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If you've spent any time hitting up the giant wholesalers or other markets this holiday season, you've probably figured out that you can make a full meal out of the tasty little samples they often dish out. Which seems like a good thing, for you…and for your wallet.
如果你在这个假期花时间去逛大型批发商市场或其他市场,那么你可能已经发现,你能从他们经常出售的美味小样本中吃一顿饱餐。这对你,还有你的钱包来说,似乎是一件好事。
But a new study shows that these tempting little treats really do entice you to buy what you try…and maybe some other stuff like it.
但是一项新研究表明,这些诱人的小吃真的会诱使你购买你所尝试的...也许还有其他类似的东西。
Researchers tracked the sales in half a dozen stores that provided samples of snacks in four categories: healthy, salty, frozen, or branded by a large coffee-shop chain.
研究人员对六家店铺的销售情况进行了跟踪调查,这些店铺提供了四种零食样品:健康的、咸味的、冷冻额或大型咖啡连锁店的品牌样品。
试吃是一种更成功的超市零食促销策略They found that noshing while shopping convinces consumers to buy the featured product more often than does simply seeing the product displayed at the end of the aisle.
他们发现,相比起仅仅在通道末端看到产品,在购物时试吃,更有可能说服消费者去购买特色产品。
They also found that repeating the sample offering multiple times translates into sustained interest in the product…and that stores that have a SMALLER assortment of products for sale benefit more than the warehouse-sized emporia. The finding is served up in the Journal of Retailing.
他们还发现,多次重复提供样品可以转化为对产品持续的兴趣...而且那些有较小产品销售的商店比仓库大的商店更受益。这一研究结果发表在《零售杂志》上。
The researchers also discovered that the effect extends beyond the product itself…such that, for example, nibbling on one brand of cookies makes you hungry for cookies in general -- including those from competing brands. Which suggests that a rising tide really does lift all boats.
研究人员还发现,这种影响超出了产品本身,例如,吃一个牌子的饼干会让你更渴望饼干,包括来自竞争品牌的饼干。也就是说,所有人都能从中受益。
重点单词   查看全部解释    
multiple ['mʌltipl]
想一想再看
adj. 许多,多种多样的
n. 倍数,并联
联想记忆
wallet ['wɔlit]
想一想再看
n. 皮夹,钱包
 
sustained [səs'teind]
想一想再看
adj. 持久的,经久不衰的
 
aisle [ail]
想一想再看
n. (席位间的)通道,侧廊
 
brand [brænd]
想一想再看
n. 商标,牌子,烙印,标记
vt. 打烙印,
联想记忆
salty ['sɔ:lti]
想一想再看
adj. 咸的
联想记忆
benefit ['benifit]
想一想再看
n. 利益,津贴,保险金,义卖,义演
vt.
联想记忆
tasty ['teisti]
想一想再看
adj. 好吃的
联想记忆
entice [in'tais]
想一想再看
v. 诱骗,引诱
 
sample ['sæmpl]
想一想再看
n. 样品,样本
vt. 采样,取样
联想记忆
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