Supermarket Snacking Boosts Sales

试吃，也是种营销手段

Noshing while shopping convinces consumers to buy the featured product more often than does simply seeing end-of-aisle displays.

相比起货架通道的尾部的产品陈列，消费者更易购买能试吃的产品。

播音撰文：卡伦·霍普金（Karen Hopkin）

翻译：陈美娟

审校：张清越

If you’ve spent any time hitting up the giant wholesalers or other markets this holiday season, you’ve probably figured out that you can make a full meal out of the tasty little samples they often dish out. Which seems like a good thing, for you…and for your wallet. But a new study shows that these tempting little treats really do entice you to buy what you try…and maybe some other stuff like it.           如果你已经在这次节日期间逛过任何大型批发商场或是其他的商场，你可能已经发现，你能在他们用提供的试吃小样上填饱肚子。这对你或是你的钱包来说或许是个好事。但是一个新的研究表明，这些诱人的小点心实际上诱使你买下你尝过的商品……或其他类似产品。

Researchers tracked the sales in half a dozen stores that provided samples of snacks in four categories: healthy, salty, frozen, or branded by a large coffee-shop chain. They found that noshing while shopping convinces consumers to buy the featured product more often than does simply seeing the product displayed at the end of the aisle.                                                        研究者追踪了半数商店里销售的货物，证实了试吃的零食分为四类：健康食品，咸味的，冷冻的，或是大型咖啡连锁旗下的商品。他们发现，相比起仅仅让消费者看到产品陈列在货架通道的尾部，消费者更易购买在购物时能试吃的产品。

They also found that repeating the sample offering multiple times translates into sustained interest in the product…and that stores that have a smaller assortment of products for sale benefit more than the warehouse-sized emporia. The finding is served up in the Journal of Retailing. [Sandeep R.Chandukala et al., An Assessment of When, Where and Under What Conditions In-Store Sampling is Most Effective]                                                      他们还发现，重复这种提供样品的举措使消费者吃出对这种产品的持久兴趣……具有更多细化的产品分类的商店比那些有仓库规模的大型百货商店盈利更多。

The researchers also discovered that the effect extends beyond the product itself…such that, for example, nibbling on one brand of cookies makes you hungry for cookies in general—including those from competing brands.                                       研究者同时发现，这种影响超出了产品本身。比如说，小口小口地咬某种牌子的饼干会让你因此产生对饼干的饥饿感——这也包括对其他牌子的饼干的。

Which suggests that a rising tide really does lift all boats. Or at least that a tray of free taquitos will certainly lift a lot of shoppers’ spirits…and will keep those registers ringing well into the new year. 这项研究表明了一项兴起的并适用于所有情况下的营销手段。或者至少表明，装了免费墨西哥卷饼的盘子一定能激起购买者的兴趣……并且能让结账台的人们排到明年。

— Karen Hopkin

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