We‘ll start with the shopping cart. This 1938 invention was designed to let customers make larger purchases more easily

开始的时候我们会推上购物车。这个1938年的发明用于让顾客更容易地买到更多的东西。

Most supermarkets put high margin departments like floral and fresh baked goods near the front door， so you encounter them when your cart is empty and your spirits are high.

大部分超市会在前门附近腾出很大一部分空间来作为花饰以及新出炉的烘烤食品，这样，当你心情好的并且手推车空着的时候就会遇到它们。

Another reason to start with flowers and baked goods is the smell， which activates your salivary glands and makes you more likely to make impulse purchases. Likewise these pleasant departments put you in a good mood and make you more willing to spend

以花和烘烤食品作为开始的另一个理由是气味，这会刺激的唾液腺让你消费更多。同样，这些东西也会让你心情愉快并让你更愿意消费。

Supermarkets hide dairy products and other essentials on the back wall so that you have to go through the whole store to get to them.

超市将牛奶等必需品隐藏在超市的深处，因为这样你只有逛了整个超市才买到这些。

The items the store really wants you to buy are at eye level. In the cereal aisle， for instance， bulk cereal is placed at the bottom. Healthy cereal is placed at the top. Expensive brand name cereal goes right at eye level. Favored items are also placed at the end of aisles.

商店希望你能买眼平视的商品。例如，在一个谷物类过道，他们会将大块谷物放在底层，健康类谷物放在顶层，而较昂贵的谷物放在眼平视的位置，优惠的商品放在过道的末尾。

And then there’s kid eye level. This is where you‘ll find sugary cereal， Easy Mac and other items a kid will grab and beg his parents to buy.

在儿童的眼水平位置，他们会放上含糖类谷物，这样孩子就会吵着他父母买。

Sample stations and other displays slow you down while exposing you to new products.

在向你展示新产品的时候，样品尝试点会让你放慢步伐。

Warm colors attract people to a store. Cool colors encourage more contemplation and higher sales. We suggest brick exterior and cool blue interior

暖色会吸引人来商店，冷色会刺激更多注视和消费。我们建议砖红色外墙和冰蓝色内

Hear that music？ Studies have shown that slow music makes people take their time and spend more money. Loud music makes them move through the store quickly without affecting sales. And classical music leads people to buy more expensive merchandise.

听到音乐？研究称，慢音乐会让人们花更多时间消费，快音乐会让人们加快步伐，经典音乐会让人们买更多昂贵的商品。

The most profitable area of the store is the checkout line. This is where after a few minutes in line you’ll succumb to the temptation of the candy rack and a magazine you‘ve been leafing through.

最有利可图的地方是在商店的收银台。在排队的时候你会忍不住糖果的诱惑。

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