CNN News:沖動(dòng)消費(fèi)研究

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.

購買我們并不需要的商品。一項(xiàng)網(wǎng)絡(luò)調(diào)查顯示，在2014年約有75%的美國人沖動(dòng)消費(fèi)。一項(xiàng)尼爾森的調(diào)查顯示，在泰國約有52%的人沖動(dòng)消費(fèi)，在印度約有48%的人。世界各地的零售商有各種各樣的辦法可以使消費(fèi)者們掏錢包。

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.

我們的目的是觀察消費(fèi)者，找到她最需要什么，然后滿足顧客的需要。

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.

零售商是如何做到這一點(diǎn)的呢?通過研究身處商店的你喜歡的事物以及想要的事物。 其中觀察顧客感受的一個(gè)辦法就是默默觀察。

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.

從商店不同位置的攝像機(jī)，可以看到顧客的面部，并能觀察到顧客在瀏覽物品尋找自己喜愛商品的微表情。

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.

另外一種方法就是跟蹤記錄觀察佩戴了監(jiān)控設(shè)備的志愿消費(fèi)者。他們向我展示了在實(shí)驗(yàn)室如何開展這項(xiàng)工作。手腕監(jiān)控器可以測量我的心率、血壓以及體表溫度以監(jiān)測我的情緒反應(yīng)。特殊的研究可以準(zhǔn)確地的捕捉我在觀察的商品，精確地找到是何種商品吸引了我的注意力。現(xiàn)在，我要去模擬商店了。

First, for eyeglasses.

首先，眼鏡。

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.

這就是所謂的視覺營銷。視覺營銷可以吸引你，關(guān)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，我想成為那樣的人，或者我想與那個(gè)人在一起，我需要的就是這副眼鏡。

Right. Exactly.

非常對!

Next, to grab a cup of coffee.

接下來，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，有人在結(jié)賬，這時(shí)候最好通過社會(huì)認(rèn)同來提高情感體驗(yàn)，例如，別人買了什么咖啡或者別人喜歡我喜歡的事物就會(huì)幫助提高在零售店滿載而歸的幾率。

And then a mobile device store.

之后，去移動(dòng)設(shè)備商店。

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.

大腦會(huì)對人們進(jìn)行恰當(dāng)?shù)姆从常圬泦T會(huì)利用產(chǎn)品、創(chuàng)設(shè)關(guān)于顧客的情境故事，而不是僅僅一味的銷售產(chǎn)品 ，如果你想要了解別人的生活，那么采用成功營銷策略。

So they can see themselves there.

那樣他們就會(huì)看到購物的自己。

Exactly. They`re projecting themselves in that environment.

對的!因?yàn)樗麄儗⒆约侯A(yù)設(shè)到當(dāng)時(shí)的情境中。