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苹果专卖店吸引顾客花更多钱的隐藏手段

Sneaky Ways Apple Stores Get You To Spend More Money

Apple stores were the most profitable
2017年 苹果零售店是
retail stores per square foot in 2017,
每平方英尺利润最高的零售店
beating out brands like Tiffany and Lululemon.
超过了蒂芙尼和露露柠檬等大品牌
Other stores have tried to copy the formula,
其他商店曾试图模仿这种营销模式
but these feel like imitation rather than innovation.
但总让人感觉像是效仿 而不是创新
Apple stores are a core part of Apple’s brand and of spreading that brand.
苹果专卖店是苹果这一品牌及其推广的核心部分
苹果专卖店吸引顾客花更多钱的隐藏手段
他们如何吸引您花更多钱?
Our stores are also the best place
我们的专卖店也是
to go discover, explore, and experience our new products.
发现 探索和体验苹果新产品的最佳场所
Narrator: An Apple store is an Apple paradise,
苹果专卖店是苹果产品的天堂
and anyone walking by can see this utopia,
所有路过的人都能看到这个乌托邦
because most Apple stores have big glass walls.
因为苹果专卖店大多都有大大的玻璃外墙
When they see that other people are inside engaging with the product,
当路人看见有人在店里体验或购买产品时
there’s this general social desire to belong.
他们会产生想要成为其中一员的从众心理
Narrator: That’s Jim Mourey.
这位是吉姆•莫里
He teaches marketing at DePaul University.
他在德保罗大学教授市场营销学
Mourey: And so there’s this FOMO, like,
这种心理叫做FOMO
“fear of missing out” quality of wanting to go inside
类似“害怕错过”的心理
and see what the new thing happens to be at the store.
想要进去看看店里有什么新产品
Narrator: And once customers get into the store,
一旦顾客进入商店
they tend to stick around,
他们会在店内逛一逛
because Apple stores are just plain cool.
因为苹果专卖店的装修非常酷
Each store’s design is as sleek
每个店面的设计都和其产品一样
and modern as Apple’s products.
又简洁又时尚
The flagship stores even double as tourist destinations.
旗舰店的顾客数甚至是旅游景点游客数的两倍
Each one is like a beacon,
每个专卖店都像一个地标
with multiple floors, indoor trees,
有多个楼层 内有景观树
and incredible architecture.
和精妙绝伦的建筑设计
Apple stores wow customers with more than just the products
令顾客惊叹的不仅是店内的产品
and the stores are filled with visual cues
店内的各种视觉效果
that get the customer’s attention.
也都深深吸引着顾客
You can see every shiny new model on display.
你可以在展柜看到每一台闪亮的新机型
After the using the iPhone 11,
在试用iPhone11后
you know exactly how much better it is
你会确切地感受到
than your old iPhone 7.
它比你的旧iPhone7好多少
Mourey: Once people have their hands on something,
人们只要试用过某个产品
they’re more likely to purchase it.
他们购买的几率就更大
As soon as they feel some sense of ownership of the product,
一旦他们对产品产生了占有欲
they actually value it more once it’s in their possession.
他们会愈发觉得该产品物有所值
Narrator: And this adds a reason to go to the store.
这也成了去专卖店的一个新理由
Even if you’re not planning on buying anything.
即使你事先并不想买些什么
You can go just to play with the new products.
你也可以只是去玩玩新产品
Mourey: The longer you keep people in the store,
让顾客在店里逗留的时间越长
the more likely they are to buy something.
顾客就越有可能买东西
They’re carefully curated,
苹果公司精心策划
and they change seasonally to always feature
采取季节性变化
our newest products and services.
为最新的产品和服务增添特色
Mourey: There’s this notion of the pain of paying.
有一个概念叫“支付的痛苦”
When we know we’re in an expensive store,
当我们自知身处一家昂贵的商店时
the more we can sort of mitigate that feeling of pain,
如果看不到那么显眼的高价标签
by, like, maybe hiding the price tags and the sticker shock,
那就不会感到那么痛苦
the better off we are.
体验感会更好
Narrator: Mourey explained that when you feel that a price is unfair,
莫里解释了当你感到商品价格不菲时
you actually have more activity in your amygdala,
大脑中的杏仁体会变得更活跃
a part of your brain that processes emotional pain.
它是大脑处理情感伤痛的部位
Mourey: You can almost imagine it as like a, you know, a plus and a minus,
你大概可以把它想象成是加法和减法
and if the plus outweighs the minus,
如果加法超过减法
then I’m more likely to purchase it.
那么我更有可能会购买
Narrator: In an Apple store,
在苹果专卖店
the price tags are very small.
价格的标签非常小
So even though the products are expensive,
所以即使产品的价格很高
you’re not thinking about the price.
也不会影响你
Good for the amygdala.
对杏仁体来说是好事
There’s also an aspirational quality to Apple’s products.
苹果产品还有一种令人向往的品质
With Apple devices,
手握苹果设备
loyal customers feel like they’re getting
忠诚顾客群会觉得
the best of the best.
他们拿着的是上等中的上等
There are no giant “sale” or “clearance” stickers
没有降低产品价值的
that devalue the products,
大幅度“打折”或“清仓”的标签
and the staff makes customers feel important
员工的个性化服务
by showing individualized attention.
让顾客觉得自己很重要
Mourey: We want to make the happy experience
我们想尽量放大顾客快乐的购物体验
and the ease, the convenience as great as possible
让他们感到舒服便利
and minimize that inconvenience
尽可能减少不便之处
or that pain of paying as much as possible.
或支付痛苦
Narrator: It turns out Apple is really good at this.
而苹果也真正做到了这些
When it’s time to check out,
在顾客付款时
there’s no line and no cash register.
无需排队 也没有现金收银机
Painless.
毫不痛苦
The phone you’ve been playing with
过去20分钟里
for the past 20 minutes is now yours.
你一直在玩的手机现在是你的了
And you told yourself you weren’t planning on buying anything.
你告诉自己之前明明不打算要买些什么
In the last few years,
在过去几年里
Apple has created even more reason to go to an Apple store,
苹果创造了更多吸引人们去专卖店的理由
adding free classes called Today at Apple
推出Today at Apple这一免费课程
on topics like photography and coding.
主题包括摄影和编码
These classes are also a part of Apple’s vision
这些课程也是苹果想要
for its stores as a part of the community.
将其专卖店融入社区的愿景之一
Ahrendts: We call them town squares
我们称之为城市广场
because they’re gathering places.
因为它们是聚集场所
Narrator: But the Apple store utopia
但是苹果专卖店这一乌托邦
might not be as glorious as it looks from the outside.
或许并不像从外面看起来的那样光彩夺目
In the past year, there have been reports of customers
过去几年 有报道称
facing long wait times and overcrowded stores.
顾客面临的是长时间的等待和拥挤的商店
Customers and reporters have lamented the loss of the seamless Apple store.
顾客和记者都为苹果商店失去了无缝运营感到惋惜
Apple might have to rethink its retail strategy
如果苹果想要维持商店的声誉
if it wants to maintain the store’s reputation.
就不得不重新考虑零售策略
Ultimately, Apple wants its stores
最终 苹果希望它的商店
to have a positive impact on its customers.
能给顾客带来积极影响
When it gets it right, it makes spending money really easy.
如果能做到 花钱就变得非常容易了

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视频概述

苹果专卖店总是会观察顾客情感变化来吸引顾客进行购买,视频介绍了苹果如何根据顾客的心理促使他们花更多的钱。

听录译者

收集自网络

翻译译者

Cytheria_

审核员

审核员LJ

视频来源

https://www.youtube.com/watch?v=XGvdDScgyQQ

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