中國(guó)網(wǎng)站品牌欄目（頻道）
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Retail phenomenon: At London's first SampleTrend, customers pay a nominal membership fee to be able to help themselves to products for free(dailymail.co.uk) |
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A new retail phenomenon from Japan which allows customers to walk away with free products is to launch in Britain. From tomorrow, visitors to SampleTrend’s central London store can try anything on its shelves, and all of the products can be taken home without charge. For a nominal annual membership fee of ￡60, users are free to enter the shop once a month and help themselves to no less than ￡250 worth of goods every year. The only ‘catch’ is that shoppers are asked to complete a simple questionnaire about each product they try. Known as ‘try-vertising’, the concept allows manufacturers to test products and receive consumer feedback before launching onto the open market. It is already a sensation in Japan and now looks set to transform the fortunes of the embattled UK retail industry. According to new figures, stores are facing a Christmas crisis with the weakest High Street trading for six months. Michael Ghosh, the brainchild behind SampleTrend, said: 'The concept behind SampleTrend is unique in the UK. 'It allows shoppers the opportunity to walk away with a number of real, full-size products of their choosing without handing over a penny.' The concept of in-store try-vertising is simple but effective. Businesses across all sectors, from cosmetic manufacturers to beverage makers, place new products on the shelves at SampleTrend and wait for consumers to try them out. Customers complete a short 10-point questionnaire about the product, and the feedback they provide is used to make any last-minute tweaks before the product is brought officially to market. The SampleTrend store stocks everything from cosmetics, food and drink, and household goods. Ghosh, the former advertising and sales director for Disney Europe, said such feedback may also build brand loyalty from the outset - a particularly appealing prospect for new businesses. (Read by Nelly Min. Nelly Min is a journalist at the China Daily Website.) (Agencies) |
日本的新式零售模式將進(jìn)軍英國(guó)，按照這一模式，顧客可以免費(fèi)拿走商品。 從明天開(kāi)始，光臨倫敦中部“樣品趨勢(shì)”商店的顧客可以試用貨架上的所有物品，而且可以免費(fèi)拿回家。 只需象征性的每年交納60英鎊會(huì)員費(fèi)，顧客就可以每月免費(fèi)光臨一次商店，每年可以免費(fèi)帶走250英鎊以?xún)?nèi)的貨品。 顧客唯一需要做的就是對(duì)試用的每樣商品填寫(xiě)一份簡(jiǎn)單的調(diào)查問(wèn)卷。 這一概念被稱(chēng)為“體驗(yàn)式廣告”，可以讓生產(chǎn)商在公開(kāi)發(fā)售產(chǎn)品之前進(jìn)行測(cè)試，并收到消費(fèi)者反饋。 這種方式在日本已經(jīng)很流行，目前著眼于振興陷入困境的英國(guó)零售業(yè)。 根據(jù)最新數(shù)據(jù)，英國(guó)商店正面臨圣誕危機(jī)，商業(yè)街貿(mào)易額處于近半年以來(lái)的最低谷。 “樣品趨勢(shì)”的首創(chuàng)者邁克爾?戈什說(shuō)：“‘樣品趨勢(shì)’的理念在英國(guó)很獨(dú)特?！?/p> “它使顧客可以帶走很多自己選擇的貨真價(jià)實(shí)的、全尺寸的商品，而不用付一分錢(qián)?！?/p> 店內(nèi)“體驗(yàn)式廣告”的理念很簡(jiǎn)單，但效果顯著。所有的商業(yè)部門(mén)，從化妝品制造商到飲料生產(chǎn)商，都把新產(chǎn)品放在了“樣品趨勢(shì)”商店的貨架上，供顧客挑選。 顧客隨后會(huì)針對(duì)該商品填寫(xiě)一份簡(jiǎn)短的滿(mǎn)分為10分的調(diào)查問(wèn)卷，這些反饋會(huì)用于商品正式出售前的最后調(diào)整。“樣品趨勢(shì)”商店存有化妝品、食品、飲料、日用品等幾乎全部種類(lèi)的商品。 迪斯尼歐洲的前廣告銷(xiāo)售總監(jiān)戈什說(shuō)，這樣的反饋機(jī)制也可以從最初就建立起品牌忠誠(chéng)度，這一前景對(duì)新興商業(yè)來(lái)說(shuō)非常有吸引力。 相關(guān)閱讀 英國(guó)人職場(chǎng)壓力大 做夢(mèng)不忘工作 父母要啥給啥 英國(guó)產(chǎn)生現(xiàn)在就要一代 英國(guó)半數(shù)以上成年人沒(méi)結(jié)過(guò)婚 從“免費(fèi)午餐”到“營(yíng)養(yǎng)補(bǔ)助” （中國(guó)日?qǐng)?bào)網(wǎng)英語(yǔ)點(diǎn)津 Julie 編輯：陳丹妮） |
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Vocabulary: walk away with: 順手帶走，輕易贏得 nominal: （金額等）微不足道的，象征性的 High Street: 繁華的商業(yè)大街，主要街道 brainchild: （某人的）創(chuàng)作，獨(dú)創(chuàng)的觀(guān)念 from the outset: 從開(kāi)始時(shí) |
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