首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Shopping and the Internet, Making It Click A) Terry Lundgren and Kevin Ryan know and like each other. But when it comes to t
Shopping and the Internet, Making It Click A) Terry Lundgren and Kevin Ryan know and like each other. But when it comes to t
admin
2022-01-18
68
问题
Shopping and the Internet, Making It Click
A) Terry Lundgren and Kevin Ryan know and like each other. But when it comes to the future of retailing, the boss of Macy’s, an American department-store giant, and the chief executive of Gilt Groupe, an online retailer, disagree wildly. Mr. Lundgren remains a firm believer in an empire of bricks and mortar (实体店). Mr. Ryan is betting big on online-only selling.
B) "It used to be mail-order catalogues killing physical stores, then it was TV shopping and now it is online retail," says Mr. Lundgren. Although he will not be pinned down on whether the Internet is a threat to shopkeepers or an opportunity for them, he is convinced that his chain is on the right path. Macy’s is embracing "omnichannel" integration, that is, selling stuff on television, through mail-order catalogues and online, as well as keeping its department stores. The company runs 810 shops across
America under the mid-price, mid-market Macy’s brand and 38 more luxurious Bloomingdale’s outlets. Mr. Ryan argues that bricks-and-mortar shops are gravely threatened by Amazon and other online-only retailers, and says he can see " no evidence that there are big opportunities for traditional retailers in online retail. "
C) Overall, retail sales in America are pretty flat, so the double-digit growth of online sellers is coming at the expense of physical shops. Amazon’s sales in the past year were $48 billion, compared with Macy’s $ 26 billion. Last year online sales in America reached $ 188 billion, about 8% of total retail sales. They are forecast to reach $ 270 billion by 2015. So far, Mr. Lundgren has good reason not to worry that the sky is falling. Most relevant for Mr. Lundgren’s debate with his friendly rival, online sales from the websites of Macy’s and Bloomingdale’s jumped by 40%. This reflects Macy’s efforts to expand its online business. It is building a new logistics (物流) center for online sales in West Virginia and expanding an existing one in Tennessee. And it is fixing a glaring flaw in its Internet-sales operation; until now online shoppers have only been able to buy goods in Macy’s warehouses; soon they will be able to order items from the stock of its stores.
Magic mirrors and Facebook friends
D) Mr. Lundgren is keen to continue experimenting with ways to use the Internet. In 2010 Macy’s introduced a virtual fitting room where customers tried on digital representations of clothes through their reflection in a "magic mirror" and shared them with their friends on Facebook. "It didn’t work," admits Mr. Lundgren. So Macy’s is now trying out virtual models. With its thriving Internet business, Macy’s is ahead of many other retailers.
E) Walmart, the world’s biggest, waited for a long time and hesitated over its online strategy until it finally decided to "make winning of e-commerce a key priority" , as Mike Duke, its chief executive, puts it. Like an increasing number of store chains, Walmart is inviting online shoppers to pick up their purchases from its physical stores if that suits them. Since last June they have been able to do so on the day they place their orders. Now, says Joel Anderson, who runs the company’s online business, more than half of Internet orders are collected from stores. The company claims this is saving shoppers millions of dollars in delivery charges. In spite of these recent improvements, Walmart is not yet reaping big profits from its online business. It does not break out its Internet sales from the total, but they are still tiny for its size.
F) There are some retailers, in particular those at the extremes of the market, that can safely ignore the threat from shoppers’ migration to the Internet. At the luxury end, Yves Saint Laurent is unlikely to start selling its ball gowns over the net; at the cost-conscious end, dollar stores will continue " piling it high and selling it cheap". But the vast majority of retailers in between may have little choice but to counter the rise of online-only rivals by creating strong Internet operations of their own. The biggest threat to most of them is Amazon, the undisputed champion of online selling. Other online-only retailers have little chance of felling this giant. Their best bet is to be distinctive.
G) Mr. Ryan’s Gilt Groupe is modeled on France’s Vente Privee, an online shopping club for expensive branded stuff at reduced prices. The customers’ average age for Mr. Ryan’s business is 34. Consumers aged 24 to 35 already do about a quarter of their shopping online, says John Deighton of Harvard Business School. In Mr. Deighton’s view the Internet-retail revolution is over, in that online buying is well established and will only keep growing. However, he says it is unclear how important a sales tool social networks like Facebook and Twitter, to which some online retailers are pinning their hopes, will turn out to be.
H) Some bricks-and-mortar retailers have already had disappointing experiences trying to sell through social media. Over the past year GAP, J. C. Penney and Nordstrom have opened and closed storefronts on Facebook. The social-networking site, which this month filed for an IPO (首次公开募股) , is trying hard to be a top shopping destination for its 845m members. Yet so far people still tend to visit Facebook to socialize with their friends.
Shopping by smart phones
I) What does seem clear is that as personal computing goes mobile people are buying more via smart phones. Four years ago hardly anyone bought things on their mobile devices but today nearly one-quarter of Gilt Groupe’s revenue comes from smart phone shoppers; on some weekends the proportion reaches 40% . Nearly one third of people living in America own a smart phone, and 70% of these use it to do searches while they are inside a shop, usually to compare prices. "In the near future mobile Internet will completely overtake desktop Internet usage for shopping," predicts Nigel Morris, chief executive of Aegis Media Americas.
Order online, pay cash in store
J) The most clued-up shopkeepers realize that they must make the most of such advantages over online rivals, and that to do so they must make their stores more enjoyable places to visit. In 2010 Macy’s company launched a training programme for its more than 130,000 sales people, "MAGIC Selling”, which coached them to be more helpful and friendlier with customers. It is tailoring the merchandise stocked in its stores more closely to local tastes. Retailers with lavishly furnished stores and helpful assistants will increasingly have to put up with free-riders who come into the shop to check out the products and get some advice, before sneaking away to buy them for less online.
Have you got this in my size?
K) However, there is no single recipe for retailing success in the Internet age. Retailers will need to balance their investment between staff, locations, inventory and online operations, says Jos6 Alvarez of Harvard Business School. For some expensive products it makes sense to have a low inventory, a big investment in showrooms, elaborate online operations and well qualified sales people. For more commoditized items it is more important to have a big inventory than a flashy display. Things that are increasingly being bought online must be swept off the shelves to make way for products that people still want to examine and compare before buying.
L) Whatever priorities retailers set, their physical stores are likely to shrink as the share of sales made online keeps rising. The retailers who want to survive the drift online are the ones " listening to the dynamic demands of customers," says Walmart’s Mr. Anderson.
In its online strategy, Walmart finally put "to succeed in the online business" in the first place after considering for a long time.
选项
答案
E
解析
由题干中的online strategy和Walmart定位到E)段。同义转述题。定位段主要介绍了沃尔玛如何在网络销售中采取好的销售策略。题干中的put “to succeed in the online business”in the first place对应原文中的“make winning of e-commerce a key priority”,故选E)。
转载请注明原文地址:https://kaotiyun.com/show/Ytx7777K
0
大学英语六级
相关试题推荐
Makingchoicesishard.ThatwouldbewhyresearcherMoranCerfhaseliminateditfromhislife.Asarule,healwayschoosesth
Forthispart,youareallowed30minutestowriteanessaycommentingonthesaying"Wealthisnothingwithouthealth."You
DoestheInternetMakeYouDumber?A)TheRomanphilosopherSenecamayhaveputitbest2,000yearsago:"Tobeeverywhe
纸的发明对世界文化和国际交流是一个重大的贡献。最早的汉字是刻在动物的骨头或乌龟壳上的。战国时期(theWarringStatesPeriod),文字开始被刻在竹简(bambooslips)上。然而,骨头、竹片和木头都非常重,不便于携带。到了西汉时期
A、Developingvariousapplications.B、Expandingforeignmarketsforhismaterials.C、Producingleisureshoeswithdifferentmater
A、Hewantsthewomantoexplainhermajor.B、Thewomanisfromafamousuniversity.C、Thewoman’smajorisirrelevanttoatour
A、Theyshouldn’tseekhelpfrominternationalorganizations.B、Theyshouldn’tallowtheirownprofessionalstoworkabroad.C、Th
A、Tolivetherepermanently.B、Tostaythereforhalfayear.C、Tofindabetterjobtosupportherself.D、Tosellleathergoods
A、Toliveamorecomfortablelife.B、Togiveperformances.C、Tobeapupilofafamousviolinist.D、Toenterafamousuniversity
A、Openstoresinbusyareasofcities.B、Createspeciallanguage.C、Provideacomfortableenvironment.D、Sellavarietyofprodu
随机试题
A.反常呼吸B.胸膜损伤后,空气进入胸膜腔,异常通道自动闭合C.肺裂伤破裂处形成活瓣,气体只能进胸膜腔而不能排出D.胸壁伤口与胸膜腔相逗E.肺组织损伤,血液积聚于胸膜腔闭合性气胸
龋病期间不形成或形成很少修复性牙本质的是
甲公司和乙公司就双方签订的买卖合同达成仲裁协议,约定如果因为合同履行发生的任何纠纷,提交当地仲裁委员会裁决。后合同履行发生纠纷,甲公司将乙公司诉至法院。乙公司在首次开庭前向法院提交仲裁协议。在何种情形下,法院可以继续审理?()
下列选项中,可能导致撤销直接责任人员任职资格或者证券从业资格的情形有( )。
班级授课制的特点可以用“班”“课”“时”三个字来概括。()
中国历史上第一个全国性的专职警察机构是1898年在长沙成立的“湖南保卫局”。( )
绿色壁垒是指在国际贸易领域,一些发达国家及其政府凭借其科技优势,以保护环境和人类健康为目的,通过立法,制定繁杂的环保公约、法律、法规和标准、标志等形式对国外商品进行的准入限制。根据上述定义,下列不涉及绿色壁垒的是:
尽管家长、老师都大力宣扬体育运动能有效改善孩子的健康情况,但是他们还是会把运动和学业对立起来,认为孩子应该把更多的时间放在学业上,以提高学习成绩。而有专家表示,运动时间越多的孩子,学习成绩越高,建议家长、老师给孩子更多的时间去运动。以下哪个选项如
大众传媒最基本的功能就是获取信息和传递信息,人们借助它们,突破了时间和空间的限制,将信息迅速传递到目标地点。信息社会的一个标志性的信息传播手段是()。
A、Theywillpaymoreattentiontothequalityoftheirproducts.B、Theywerenotpreparedtocommentonthecigarettestudy.C、T
最新回复
(
0
)