The future of shopping—One-to-one commerce

Not since the Industrial Revolution has shopping been in such upheaval, writes Henry Tricks

DTC businesses have flourished.Early on in lockdown,Nike hit a target,which was originally set for 2023,of selling 30% of its goods online.Over the past?year 70m people have become"members", bringing the total to?250m. It connects to these loyal customers via apps offering everything from free running guidance to access to sneaker vending-machines.

Supermarkets,which had earlier hoped that a?mass stampede online was still five years away,suddenly found that even grandparents were mastering the dark arts of ordering groceries and booking slots. Such was the surge in demand in the early days of lockdown that Ocado,a British online grocer,thought for a while that it was under cyber-attack.

stampede /st?m?pi?d/ ?

名詞：1.（人群的）奔逃，蜂擁；（獸群的）驚跑，狂奔??A stampede broke out when the doors opened. 門一開，人們蜂擁而出。2. 熱潮；風尚；風氣??Falling interest rates have led to a stampede to buy property. 不斷下降的利率引發(fā)了一場購房熱。

動詞：1.(獸群或人群 )（使）狂奔，涌向??a herd of stampeding elephants 一群狂奔的大象；2.~ sb (into sth/into doing sth) 使倉促行事??I refuse to be stampeded into making any hasty decisions. 我不愿倉促行事，草率作決定。

The?e-commerce explosion does not herald the death of the physical store, however. When lockdowns have been lifted,shoppers have flocked back to high streets and shopping malls. Even?a digital?evangelist like Nike inaugurated a?flagship?"interactive"?store?on Paris's Champs-Elysées last year, one of several new stores it has recently opened.?After covid-19 is tamed,?the pace?of?e-commerce growth will moderate.As Mark Shmulik of Bernstein,?an investment firm, puts it, generations of shoppers?"muscle memories"?will not vanish overnight.

herald ?/?her?ld/ ?

動詞：1.是（某事）的前兆；預示??These talks could herald a new era of peace. 這些談判可能預示著新的和平時代的來臨。2.~ sb/sth (as sth) 宣布（好或重要）?The report is being heralded as a blueprint for the future of transport. 這份報告被宣稱是未來運輸?shù)乃{圖。

名詞：3.預兆?The government claims that the fall in unemployment is the herald of economic recovery. 政府宣稱失業(yè)人數(shù)減少是經(jīng)濟復蘇的先兆。4.（舊時的）信使，傳令官，使者

flock /fl?k/ ?

名詞：1.[ C+sing./pl.v. ] ~ (of sth) （羊或鳥）群；2.[ C+sing./pl.v. ] ~ (of sb) （尤指同類人的）一大群??a flock of children/reporters 一大群兒童╱記者 ；3.[ C+sing./pl.v. ] ( literary )（常跟隨某圣職人員等學習的）信眾；4.（填充墊子、椅子等的）小塊軟填料；5.（植絨用的）短絨，絨屑

動詞：群集；聚集；蜂擁?1.[ V + adv./prep. ]??Thousands of people flocked to the beach this weekend. 這個周末有好幾千人蜂擁到了海灘。2.[ V to inf ]??People flocked to hear him speak. 人們成群結(jié)隊地去聽他演講。

evangelist /??v?nd??l?st/ 1.（基督教）布道者televangelist；2. 福音作者，圣史（寫作《圣經(jīng)》中四部福音的人）

Inaugurate??v. /??n??ɡj?re?t/ 1.~ sb (as sth) 為（某人）舉行就職典禮?He will be inaugurated (as) President in January. 他將于一月份就任總統(tǒng)。2.為…舉行落成儀式（或創(chuàng)建儀式）??The new theatre was inaugurated by the mayor. 新落成的劇院由市長主持了開幕典禮。3.引進；開創(chuàng)；開始??The moon landing inaugurated a new era in space exploration. 登陸月球開創(chuàng)了太空探索的新紀元。

flagship ?n. /?fl?ɡ??p/ 1.旗艦?2.（某組織機構(gòu)的）最重要產(chǎn)品，最佳服務項目，主建筑物，王牌??The company is opening a new flagship store in London. 這家公司將在倫敦新開一家旗艦店。

Champs-Elysées：香榭麗舍（法國巴黎），香榭麗舍大道

tame /te?m/ ?1.(獸、鳥等) 養(yǎng)馴的；馴服的；2.平淡無奇的；枯燥乏味的??You'll find life here pretty tame after New York. 這里的生活相當枯燥，與紐約形成對比。3. (人) 聽使喚的；溫順的??I have a tame doctor who'll always give me a sick note when I want a day off. 我的醫(yī)生對我有求必應。我想要休一天假時，他總會給我開病假條。

Vanish??v. /?v?n??/ 1.（莫名其妙地）突然消失??The magician vanished in a puff of smoke. 魔術師在一股煙霧中突然不見了。 2.不復存在；消亡；絕跡??the vanishing woodlands of Europe 瀕于絕跡的歐洲林地

Yet the data-driven shopping upheaval is unstoppable.It will change the nature of stores,so that physical and digital shopping seamlessly interact. It will disrupt marketing,?because online ads target shoppers more accurately than any broadcast?jingle or?billboard.?And it will lead to new forms of?production. Nike offers an example.Thanks to its apps and interactive shops,it acquires reams of real-time data from its pavement-pounding customers. When it noticed that traffic?on its apps was?showing more people doing yoga, it swiftly produced new?yoga gear,Ms O'Neill notes.?Mr?Johnson would have been delighted.

seamlessly /?si?ml?sli/ 無縫隙地

ream ?/ri?m/ 1.大量的文字（或?qū)懽鳎?She wrote reams in the exam. 她在考試中寫得很多。2.[ C ] (術語) 令（紙張的記數(shù)單位，等于500張）動詞：3. 不公平地對待；欺騙??We got reamed on that deal. 那筆交易我們上當受騙了。?4.?ream sb←→?out訓斥；斥責；責罵

pounding ?n. /?pa?nd??/ 1. 連續(xù)的重擊聲；劇烈的心跳（聲）??We were awoken by a pounding at the door. 我們被砰砰的敲門聲吵醒。2.遭重創(chuàng)的情景；嚴重破損的情況?The boat took a pounding in the gale. 這條船在狂風中嚴重受損。

譯文

DTC businesses have flourished.Early on in lockdown,Nike hit a target,which was originally set for2023,of selling30% of its goods online.Over the past?year 70m people have become"members", bringing the total to?250m. It connects to these loyal customers via apps offering everything from free running guidance to access to sneaker vending-machines.

直銷業(yè)務蓬勃發(fā)展。在封鎖初期，耐克達到了最初設定的2023年目標，在網(wǎng)上銷售30%的商品。在過去的一年里，有7000萬人成為“會員”，使總數(shù)達到2.5億。它通過提供從免費跑步指導到運動鞋自動售貨機等各種服務的應用程序與這些忠實顧客聯(lián)系。

Supermarkets,which had earlier hoped that a?mass stampede online was still five years away,suddenly found that even grandparents were mastering the dark arts of ordering groceries and booking slots. Such was the surge in demand in the early days of lockdown that Ocado,a British online grocer,thought for a while that it was under cyber-attack.

超市原本預測網(wǎng)購狂潮要到5年后才會到來，但它們突然發(fā)現(xiàn)，就連祖父母們也掌握了訂購雜貨和預約時段的“黑魔法”。在封鎖初期，需求激增，以至于英國在線雜貨商Ocado一度以為自己受到了網(wǎng)絡攻擊。

The?e-commerce explosion does not herald the death of the physical store, however. When lockdowns have been lifted,shoppers have flocked back to high streets and shopping malls.Even?a digital?evangelist like Nike inaugurated a?flagship?"interactive"?store?on Paris's Champs-Elysées last year, one of several new stores it has recently opened.?After covid-19 is tamed,?the pace?of?e-commerce growth will moderate.As Mark Shmulik of Bernstein,?an investment firm, puts it, generations of shoppers?"muscle memories"?will not vanish overnight.

然而，電子商務的爆炸式發(fā)展并不預示著實體店的消亡。當封鎖解除后，購物者們蜂擁回到大街和購物中心。就連像耐克這樣的數(shù)字傳播者，去年也在巴黎香榭麗舍大街開設了一家“互動”旗艦店，這是耐克最近新開的幾家門店之一。新冠肺炎疫情得到遏制后，電子商務增速將有所放緩。正如投資公司伯恩斯坦的Mark Shmulik所說，一代又一代購物者的“肌肉記憶”不會在一夜之間消失。

Yet the data-driven shopping upheaval is unstoppable.It will change the nature of stores,so that physical and digital shopping seamlessly interact. It will disrupt marketing,?because online ads target shoppers more accurately than any broadcast?jingle or?billboard.?And it will lead to new forms of?production. Nike offers an example.Thanks to its apps and interactive shops,it acquires reams of real-time data from its pavement-pounding customers. When it noticed that traffic?on its apps was?showing more people doing yoga, it swiftly produced new?yoga gear,Ms O'Neill notes.?Mr?Johnson would have been delighted.

然而，由數(shù)據(jù)驅(qū)動的購物劇變是不可阻擋的。它將改變商店的性質(zhì)，使實體購物和數(shù)字購物無縫互動。它將擾亂市場營銷，因為網(wǎng)絡廣告比任何廣播廣告或廣告牌更準確地瞄準消費者。它將帶來新的生產(chǎn)形式。耐克提供了一個例子。多虧了它的應用程序和互動商店，它可以從網(wǎng)購愛好者那里獲得大量的實時數(shù)據(jù)。奧尼爾女士指出，當該公司注意到其應用的流量顯示有更多的人在練瑜伽時，它迅速生產(chǎn)了新的瑜伽設備。約翰遜先生看到應該會很高興的。