新高级阅读前（双语）71（925）

PASSAGE SEVENTY-ONE

Store Scent

1.What is the first thing you notice when you walk into a shop? The products displayed at the entrance? Or the soft background music?

2.But have you ever notice the smell? Unless it is bad, the answer is likely to be no. But while a shop’s scent may not be outstanding compared with sights and sounds, it is certainly there.

3.And it is proving to be an increasing powerful tool in encouraging people to purchase. A brand store has become famous for its distinctive scent which floats through the fairly dark hall and out to the entrance, via scent machines.

4.A smell may be attractive but it may not just be used for freshening air. One sports goods company once reported that when it first introduced scent into its stores, customers’ intention to purchase increased by 80 percent.

5.When it comes to the best shopping streets in Pairs, scent is just as important to a brand’s success as the quality of its window displays and goods on sales.

6.That is mainly because shopping is a very different experience to what it used to be. Some years ago, the focus for brand name shopping was on a few people with sales assistants’ disproving attitude and don’t touch what you can’t afford displays.

7.Now the rise of electronic commerce (e-commerce) has opened up famous brands to a wider audience.

8.But while e-shops can use sights and sounds, only bricks-and-mortar stores can offer a full experience from the minute customers step through the door to the moment they leave.

9.Another brand store seeks to be much more than a shop, but rather a destination. And scent is just one way to achieve this.

10.Now, a famous store uses complex man-made smell to make sure that the soft scent of baby powder floats through the kid department, and coconut scent in the swimsuit section.

11.A department store has even opened a new lab, inviting customers on a journey into the store’s windows to smell books, pots and drawers, in search of their perfect scent.

第七十一篇

商店的香味

1.当你走进一家商店，你注意到的第一件事是什么?入口处展示的产品是什么?还是柔和的背景音乐?

2.但你注意到那股味道了吗?除非情况糟糕，否则答案很可能是否定的。但是，虽然与视觉和声音相比，商店的气味可能并不突出，但它肯定是存在的。

3.事实证明，它是鼓励人们购买的一种越来越强大的工具。一家品牌店因其独特的香味而闻名，香味通过气味机从相当黑暗的大厅飘到入口处。

4.气味可能很吸引人，但它可能不仅仅是用来清新空气。一家体育用品公司曾经报告说，当它第一次在商店里引入香味时，顾客的购买意愿增加了80%。

5.说到巴黎最好的购物街，对于一个品牌的成功来说，气味与橱窗展示和销售商品的质量一样重要。

6.这主要是因为现在的购物体验与过去大不相同。几年前，购买名牌的焦点是少数人，他们的销售助理态度是否定的，不要碰那些你买不起的东西。

7.现在电子商务(电子商务)的兴起使名牌向更广泛的受众开放。

8.但是，虽然电子商店可以利用视觉和声音，但只有实体店才能提供从顾客进门到离开的完整体验。

9.另一个品牌店寻求的不仅仅是一个商店，而是一个目的地。而气味只是实现这一目标的一种方式。

10.现在，一家著名的商店使用复杂的人造气味来确保婴儿爽身粉的柔和气味在儿童部弥漫，而椰子味则在泳衣区弥漫。

11.一家百货公司甚至开设了一个新的实验室，邀请顾客走进商店的橱窗，去闻书、锅和抽屉，寻找最适合他们的气味。