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  3. High street shops use a variety of means to attract shoppers, such as striking window displays, huge red "Sale" signs and specia

High street shops use a variety of means to attract shoppers, such as striking window displays, huge red "Sale" signs and specia

admin2010-05-09  29
问题     High street shops use a variety of means to attract shoppers, such as striking window displays, huge red "Sale" signs and special promotions.
    Online retailers also employ similar techniques to attract people to their websites and to make a purchase. "In the Internet boom years, online retailers competed on prices, but today you pay the same price online as offline. Any difference is made up by the delivery charge," says Gavin George, a partner at Itim Group, a consultancy.
    Today’s online retailers are using e-mail marketing, personalization technology, smart search engines and multimedia in an effort to increase transactions and sales.
    Some online retailers are using targeted e-mail services to encourage customers to visit their sites. The travel and leisure retailer Lastminute.com, for example, sends more than 2 million e-mails to customers every week. The content of the e-mail is tailored to fit the recipient’s age, lifestyle and other factors.
    Carl Lyons, head of marketing at Lastminute. com UK, says: "E-mail is a different medium with its own culture, so you have to know how to use it properly if it’s going to be effective. What you’re trying to do is to convert lookers into bookers."
    My Points is an incentive scheme for online shoppers, which gives them points for reading e-mails, visiting sites and making purchases. The acquired points can be redeemed for a variety of goods and services. In the US, there are more than 10 million MyPoints registered users. The service is free to join and subscribers complete an online profile that produces 400 data points about them.
    My Points does not pass on personal information (such as names and addresses) to third parties, but companies can use the customer profiles in targeted e-mail campaigns, which MyPoints manages. "Consumers expect to be rewarded for doing business with you. It’s no longer a novelty to shop online," says David Brosse, marketing director of MyPoints Europe.
    Finding your way around an online store can be difficult because many product search engines are not smart, says Nick Bidmead, chief operating officer of NCorp, a technology company: "Some search engines are too precise so you get no results. Others are too broad and so you end up with lots of results, most of which are irrelevant to your needs. What you want is the online equivalent of the shopkeeper who can find the product you want or suggest an alternative."
According to the passage, e-mails are used by online retailers to ______.
选项 A、cater to the special needs of the online shoppers
B、help online customers to learn to do online shopping
C、change the attitude of the potential buyers toward online shopping
D、convert lookers into bookers
答案D
解析 细节题。第三段中“…using e-mail marketing，personalization technology，smart search engines and multimedia in an effort to increase transactions and sales”和第五段中“…What you’re trying to do is to convert lookers into bookers”都说明D项为正确答案。A项只限于special needs；B、C两项在文中未提及。
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