当咨询巨头麦肯锡跨界做零售

原文

The goal is to allow McKinsey clients to see which technology compels customers to enter a store, shell out more money when they do shop, and stay longer. The space will also investigate which technologies flop, and may include trendy tools like smart mirrors or so-called hotspots, which offer digital services in specific locations within a store. ——Fortune

背景知识

咨询巨头麦肯锡于9月27日在美国面积最大的商场——美国商场（Mall of America）开了一家零售店，售卖内衣、珠宝、化妆品等。店里的品牌全都来自合作方并定期轮换。同时还和科技公司达成合作，推出一些购物工具，例如不用进试衣间就能知道衣服的上身效果的软件，智能推荐搭配的镜子等。麦肯锡此举并非是要进军日益不景气的实体销售，而是意欲采集数据分析消费者行为，从而更好地为向其咨询的零售商客户服务。原文选自《财富》。

词汇讲解

The goal is to allowMcKinseyclients to see which technologycompels customers to enter a store,shell outmore money when they do shop, and stay longer. Thespacewill alsoinvestigatewhich technologiesflop, and may includetrendytools like smart mirrors or so-called hotspots, which offer digital services inspecificlocations within a store.

McKinsey:麦肯锡。世界级领先的全球管理咨询公司。

client: 委托人，客户。名词。

【例】a lawyer with many famous clients 拥有许多著名委托人的律师

compel: 引起（反应）。动词。

【例】His performance compelled the audience’s attention . 他的表演吸引了观众的注意力。

shell out: 付（一大笔钱）

【例】If you want the repairs done right, you’ll have to shell out at least $800. 如果你想好好修，至少得花 800 美元。

investigate: 调查。动词。

【例】The state police are investigating the incident. 州警察正调查此事。

flop: 失败，砸锅。

【例】The play flopped on Broadway. 这出戏在百老汇砸了锅。

trendy: 时髦的。形容词。由名词trend(趋势）加后缀-y变为形容词而来。

【例】trendy clothes 时髦的衣服

specific: 特定的。形容词。

【例】The money was collected for a specific purpose. 这笔钱是为一个特定用途而收的。

双语对照

The goal is to allow McKinsey clients to see which technology compels customers to enter a store, shell out more money when they do shop, and stay longer. The space will also investigate which technologies flop, and may include trendy tools like smart mirrors or so-called hotspots, which offer digital services in specific locations within a store. ——Fortune

这样做的目的是让麦肯锡的客户了解，是哪种技术驱使顾客进入一家商店，在他们购物时支付更多的钱，并逗留更长时间。该商店还将调查哪些技术无效，可能会有一些时尚的购物工具，例如智能镜子或所谓的热点等，它们将在商店的特定位置提供数字化的服务。