Part 4

Scott Bearse, a retail expert with Deloitte Consulting in Boston, Massachusetts, has led projects observing and questioning tens of thousands of customers about how they feel about shopping. People say they leave shops empty- handed more often because they are ‘unable to decide’ than because prices are too high, says Mr Bearse. Getting customers to try something is one of the best ways of getting them to buy, adds Mr Bearse. Deloitte found that customers who use fitting rooms in order to try on clothes buy the product they are considering at a rate of 85% compared with 58% for those that do not do so.

Often a customer struggling to decide which of two items is best ends up not buying either. In order to avoid a situation where a customer decides not to buy either product, a third ‘decoy’ item, which is not quite as good as the other two, is placed beside them to make the choice easier and more pleasurable. Happier customers are more likely to buy.

第4部分  

斯科特·比尔斯(Scott Bearse)是马萨诸塞州波士顿市德勤咨询公司(Deloitte Consulting)的一位零售专家，他领导的项目观察并询问了数万名顾客对购物的感受。 比尔斯说，人们说，他们空手离开商店，更多的时候是因为他们“无法做出决定”，而不是因为价格太高。Bearse先生补充道，让顾客尝试一些东西是让他们购买的最好方法之一。 德勤发现，使用试衣间试穿衣服的顾客以85的比率购买了他们正在考虑的产品，而没有这样做的顾客只有58%。  

通常情况下，消费者在两件商品中难以决定哪一件最好，最终两者都不买。为了避免出现顾客决定不买任何一种产品的情况，第三种“诱饵”产品(不如前两种产品好)被放置在他们旁边，以使选择更容易和更愉快。 快乐的顾客更有可能购买。