2014.06.06【英译汉】Your Grocery Store May Soon Be Cut in Half(3)

starlint (starlint) 路人甲
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发表于:2014-06-06 15:08 [只看楼主] [划词开启]

        Such tweaks could hurt customer perceptions of their favorite grocer brands. One of the reasons that Publix, for instance, scores highly among consumer ratings is that it’s known for outstanding selection.


上述问题可能会损坏到消费者对他们中意的品牌的形象认知。就拿大众超市来说,顾客对其评价较高的一项就是它的商品种类多。


But for a variety of reasons, big grocery companies think it’s worth a shot to shift small. For one thing, whereas megastores typically require an undeveloped suburban location, smaller stores can fit almost anywhere, including densely populated cities, college towns, and even college campuses. Millennials, in particular, are more interested in living in such locations—and are more interested in quick-stop shopping, as opposed to the overwhelming, impersonal, time-consuming experience of roaming aisle after aisle of a ginormous megamart.

但是,让大型的杂货公司觉得小型商店值得一试的理由还是很多的。其中一个原因就是,购物广场一般都须建立在不发达的郊区,而小型的商店则对位置没有限制,拥挤的都市也好,大学城也好,抑或是大学校园都能开设小型商店。特别是千禧一代,他们更喜欢住在这样的地方,而且相较于在大型的超级市场里一个货架一个货架的游走,那种人又多,又不人性化而且浪费时间的购物体验,他们也更倾向于“速战速决“式的购物。


Supermarket companies also like the idea of creating stores where the typical customer pops in several times a week, as opposed to the big-haul, once-a-week shopping visit. Hy-Vee has been opening bars and restaurants inside grocery stores with the idea that customers will visit more often, and linger longer.

超市公司也喜欢这样的理念,即开设那种顾客一周来几次的商店,而不是一周只来一次,一次买很多的商场。海威公司已在其商店内开设了酒吧还有餐厅,就是希望消费者可以经常来商店并且待得时间长点。


All that said, there’s certainly no guarantee that a smaller store size will be a hit with consumers. The Fresh & Easy grocery chain was based on a neighborhood-quick-stop store size and it wound up as an epic flop.

     即便如此,也不能保证规模较小的商店就一定很受消费者的欢迎。连锁超市品牌Fresh & Easy旗下的超市正是社区店大小,并为消费者提供快捷的购物体验,但是最终却以失败收场。


最后编辑于:2014-10-30 15:49
分类: 英语
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