Part2

Shoppers already know that everyday items, like milk, are invariably placed towards the back of a store to provide more opportunity to tempt customers to buy things which are not on their shopping list. This is why pharmacies are also generally at the back. But supermarkets know shoppers know this, so they use other tricks, like placing popular items halfway along a section so that people have to walk all along the aisle looking for them. The idea is to boost ‘dwell time’: the length of time people spend in a store.

Having walked to the end of the fruit-and-vegetable aisle, shoppers arrive at counters of prepared food, the fishmonger, the butcher and the deli. Then there is the in-store bakery, which can be smelt before it is seen. Even small supermarkets now use in store bakeries. Mostly these bake pre-prepared items and frozen ingredients which have been delivered to the supermarket previously, and their numbers have increased, even though central bakeries that deliver to a number of stores are much more efficient. They do it for the smell of freshly baked bread, which arouses people’s appetites and thus encourages them to purchase not just bread but also other food, including ready meals.

第二部分 

购物者已经知道，日常用品，如牛奶，总是被放在商店的后面，以提供更多的购物机会，吸引顾客购买购物清单上没有的东西。这就是为什么药店通常也在后面。 但是超市知道消费者知道这一点，所以他们使用其他的技巧，比如把受欢迎的商品放在一个区域的中间，这样人们就不得不沿着通道寻找它们。 这样做的目的是提高“停留时间”，即人们在商店逗留的时间。  

在走到水果和蔬菜通道的尽头后，购物者来到了半成品店、鱼贩、肉店和熟食店的柜台。还有店内的面包房，在看到之前就能闻到。 甚至连小超市现在也在商店里建立在店面包房。这些面包店大多烘焙预先准备好的食品和冷冻食材，这些食材之前已经送到了超市，而且这类面包店的数量有所增加，尽管中央面包店送去很多商店的效率要高得多。他们这样做是为了让人们闻到新鲜出炉的面包的味道，这能刺激人们的食欲，从而鼓励他们不仅购买面包，还购买包括即食食品在内的其他食物。