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Location, location, location 实用商业大全（十二）：零售业的致胜优势（下）

课文朗读

课文讲解

繁體中文譯本

Brian and Eva are former business partners who meet up regularly for lunch:  布莱恩和以前生意上的伙伴伊娃经常碰面吃午餐：

E: So, you’ve finally found a place for your outdoor-apparel store.

所以，你终于找好你的户外服饰专卖店的地点了？

B: Yes, right in the heart of my competitors’ territory.

对啊，就在我的对手地盘的心脏地带上。

E: Good idea. People like to compare products and prices when they decide to buy that kind of stuff.

好主意。顾客在决定要买那种东西前，喜欢比较产品和价钱。

B: I haven’t planned the layout yet, but I’ve got a fair idea of where everything will go.

我还没有完成最后的计划，但所有的东西该摆到哪里，我心里已经有底了。

E: Jackets and other clothing at the front, shoes in the middle, and backpacks down the back?

夹克和其他的衣服摆在前面，鞋子摆中间，而背包摆在后面吗？

B: That’s right. When people decide to purchase stuff like shoes and backpacks, they already know what they are after.

没错。当人们决定要买鞋子和背包这种东西时，他们早就清楚自己要的是什么。

E: But with your mannequins in the window and clothes up the front, you’re hoping to snag the occasional impulse buyer?

但，就凭你那些在橱窗里的人体模特儿和前面摆的衣服，你就期望能抓住几个偶尔会冲动购物的顾客吗？

B: More than the occasional one would be nice.

如果不只是偶尔会买的比较好。

E: It sounds like you’ve got your sequencing right, anyway. People buy clothing more frequently than they do shoes or backpacks.

无论如何，听起来你已经把你的顺序搞对了。跟买鞋子或背包比起来，人们比较常买衣服。

B: That’s right. And I intend to position my racks and fixtures so that customers will move naturally from the everyday, low-priced items to the more expensive ones.

没错，我打算要把衣架和货架放在适当的位置，让顾客很自然地从日用品、低价位的商品区移动到较昂贵的商品区。

E: That’s the idea. Get them in first, and then let them follow their noses. Or, in your case, their eyes.

没错。先吸引顾客上门，再让他们凭着嗅觉前进。或是以你的情形来讲，顺着他们的眼光前进。

Vocabulary

单词发音

meet up 碰头﹐相聚

apparel [əˋpærəl] n. 衣服，服装；衣着

layout [ˋle͵aʊt] n. 安排；设计；布局

fair [fɛr] adj.(水平、质量)一般的，尚可的，不错的

backpack [ˋbæk͵pæk] n. 登山、远足用的背包

after [ˋæftɚ] prep. 搜寻，寻找

mannequin [ˋmænəkɪn] n. 时装模特儿

snag [snæg]  v. (用陷阱等)捕捉

impulse [ˋɪmpʌls] n. 冲动，一时的念头

sequencing [ˋsikwənsɪŋ] n. 按顺序安排

position [pəˋzɪʃən] v. 把……放在适当位置

rack [ræk] n. 架子；挂物架

fixture [ˋfɪkstʃɚ] n. 固定装置，固定设施

follow one’s nose 凭本能行事; 凭直觉行事 Informal to be guided by instinct

Sentence of the Day

They talked shop.

他们净说些行话。

talk shop 在工作地点外谈论本行之事

课文讲解

Eva continues to quiz Brian about his new business location:  伊娃继续测试布莱恩有关他的新开业地点：

E: Is it a big store?

那是一间大的店面吗？

B: Yeah, I’ve got stacks of room. I figured that for an outdoor-apparel store, the best bet would be to get a place big enough to create an outdoorsy kind of feel.

是啊，空间很大。我打算开一间户外服饰专卖店，最好的选择就是创造一个大到可以让人感到身处户外的地方。

E: Big stores get the browser in, too. And we both know that browsers more often than not evolveinto buyers.

店面大也会吸引人潮。我们都知道逛街的人通常会「演化」成为顾客。

B: Yes. You don’t need to be Charles Darwin to figure that one out.

是啊。这种事不需要当达尔文也可以想得透。

E: What about your décor? Got any particular theme in mind?

那你的装潢呢？心里面有没有特定的主题？

B: I haven’t worked that one out yet. I was thinking about a wooded outdoor theme. But the wooden floor and off-brown walls might make the store a bit too dark and uninviting.

我还没想到。我在考虑的是木头的户外主题。但是，木头地板和淡褐色的墙壁或许会让整间店看来有点暗，且不吸引人。

E: Yes. Getting the lighting just right also helps to create the perfect atmosphere. If in doubt, I’d go for a well-lit place.

是啊。适当的照明也有助于创造完美的气氛。如果不清楚何种光线才适当，我会选择明亮的光线。

B: Yes, I might just stick to the tried and tested principle that a clean, organized store encourages customers to come in and look around.

嗯，我可能会坚持一个千锤百炼的经验法则，那就是：一间干净、整齐的店面能吸引顾客上门瞧瞧。

E: A snowy, mountain theme perhaps?

那么，飘着雪的山景，这个主题如何？

B: Great idea! Get them thinking cold and they are bound to consider the benefits of being cozy. Thanks.

这个点子太棒了！让他们觉得冷飕飕的，那他们就一定会考虑温暖舒服的好处了。谢啦。

E: No problem. Just remember me when you start raking in the cold, hard cash.

不客气，当你开始赚进大把白花花的银子时，不要把我给忘了。

－by Colin Gread

Vocabulary

单词发音

quiz [kwɪz] v. 对……进行测验；考问

stack [stæk] n.【口】大量，许多[P1][（+of）]

figure [ˋfɪgjɚ] v.【非正式﹐尤美】〔经过考虑后〕认为﹐ 以为

best bet 最佳抉择, 最稳妥的办法 the thing someone should do which is most likely to achieve the result they want

outdoorsy [ˋaʊtˋdɔrzɪ] adj.【非正式】爱好野外活动的

browser [ˋbraʊzɚ] n. 逛商店的人

more often than not 大多数时候; 多半 usually

décor [deˋkɔr] n. 装饰，室内装潢

work out 想出; 能够解决

uninviting [͵ʌnɪnˋvaɪtɪŋ] adj. 不吸引人的；讨人厌的

well-lit [wɛlˋlɪt] adj. 采光好的，光线好的

look around 四下张望, 环顾

cozy [ˋkozɪ] adj. 舒适的；惬意的

rake in  大量地敛集(钱财)

Sentence of the Day

She's a cool customer.

她是个有自信顾客。

cool customer someone who stays calm and does not show their emotions