CNN News:75%的美国人有过冲动购买行为 视觉营销吸引购买

Buying what we don't need. A creditcard.com survey found that 75 percent of Americans had made an impulse purchase in 2014. A Nielsen survey found that 52 percent of people in Thailand had done this, 48 percent in India. And retailers everywhere have certain tools they use to get people to buy.
UNIDENTIFIED MALE: The goal is to look at a shopper and find out what they emotionally crave in a shopping experience and give that to the shopper.
REPORTER: How do retailers do that? By studying you in the store to see what you like and what you want. One way to measure how a shopper is feeling is to watch people anonymously.
UNIDENTIFIED MALE: From cameras that are based on different areas of the store that literally look at somebody's face and see what kind of facial micro expression they're showing to find out what emotional they're feeling in whatever given time.
我们经常会买我们并不需要的东西。Creditcard.com网站进行的调查发现，2014年有75%的美国人有过冲动购买行为。尼尔森调查发现，52%的泰国人有过冲动购买行为，而印度的比例则是48%。各个地方的零售商会使用特定的方式吸引人们购买。
身份不明的男性：目标是观察一名购物者，弄清楚他们想买什么，然后把他们要买的东西拿给他们。
记者：零售商们是怎么做的？通过研究你在商店里的行为，了解你的喜好和你想买的物品。其中一种衡量购物者感觉的方法是匿名观察。
身份不明的男性：从设置在商店内不同区域的监控镜头，可以看到人们的脸，观察他们露出的面部微表情，了解他们在特定时间的感受。

REPORTER: Another way is to track volunteer shoppers wearing monitoring devices. They showed me how this is done in their lab. A wrist monitor captures my heart rate, blood pressure and skin temperature to measure my emotional reactions. Special glasses show exactly what I'm looking at, to pinpoint what draws my attention. Then, I'm off to shop in simulated stores.
First, for eyeglasses.
UNIDENTIFIED MALE: This is what we call visual merchandising. These visual storytelling cues pull you in, get you a little bit more engaged in the story of the brand.
REPORTER: Like I want to be like that guy or I want to be with that guy so these are the glasses I need.
UNIDENTIFIED MALE: Right. Exactly.
REPORTER: Next, to grab a cup of coffee.
UNIDENTIFIED MALE: If I'm at coffee shop and somebody's at the checkout, it's best to enhance the emotional experience by having social proof that others have bought here, that others are into the things I'm into and it helps enhanced the rewarding experience I have at retail.
REPORTER: And then a mobile device store.
UNIDENTIFIED MALE: The brain really reacts well to people, and people using the products, creating story and enveloping the customer in a story rather than just trying to sell them a product, you want to get them involve in somebody's life and again, aspirational type market.
REPORTER: So they can see themselves there.
UNIDENTIFIED MALE: Exactly. They're projecting themselves in that environment.
记者：另一种方法是追踪志愿购物者携带的监控设备。他们在他们的实验室里给我演示了操作方法。手腕上戴的监控装置会记录我的心率、血压和皮肤温度，并以此来衡量我的情绪变化。特殊的眼镜会清楚地显示出我在看的东西，明确指出吸引我注意力的物品。然后，我前往模拟商店购物。
首先，买眼镜。
身份不明的男性：我们称之为视觉营销。这些配图说明会吸引你的注意，让你更多地关注品牌故事。
记者：就比如我想像那个人一样，或是我想和那个人在一起，那我就需要这些眼镜。
身份不明的男性：对，没错。
记者：接下来去喝杯咖啡。
身份不明的男性：如果我走进咖啡厅时有人在结账，这是加强情感体验的最好方式，因为产生了社会认同，其他人也在这里喝咖啡，其他人也对我喜欢的事情感兴趣，这有助于增加我在零售方面的有益经历。
记者：接下来去移动设备商店。
身份不明的男性：大脑对人们的反应良好，人们使用产品，创造故事，用故事来吸引顾客，而不仅仅是向他们出售产品，你要让他们参与某人的生活，建立渴望型市场。
记者：这样他们就能看到自己。
身份不明的男性：没错。他们在环境中表达自己。