B2 listening about the supermarket
فایل صوتی به زبان انگلیسی درباره ی چینش در سوپرمارکت ها
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For questions 1-10 below, complete the sentences. Write no more than three words.
A: And next on 'Consumer Watch' I have with me Matthew Brereton, UK head of the Safe buy supermarket chain. He's here to give away a few secrets on the psychology of supermarkets, and how the big companies design their shops. Matthew.
M: Thanks Barbara. Well, the layout of most major supermarkets is roughly the same, and for more or less the same reasons. You’ll notice that the entrance, for example, is usually situated to one side of the building. This is to ensure, of course, that shoppers walk down as many aisles as possible before they leave the store. Ah - if we had it in the middle, then they might visit only one half of the supermarket and as a result only buy half as much. The first thing you often see as you come through the entrance is the fruit and vegetable area. As well as being pleasant to the eye, er, this also gives customers the impression they are coming into an outdoor market. Fresh, colorful products are far more attractive than tins of convenience food so the customer is put in a good mood, from the start.
A: A good mood to buy things, you mean?
M: Exactly. And next to the fruit and vegetable area is the confectionery; umm, crisps, chocolates, sweets and so on. Parents often come shopping with their children and we need to ensure that they are kept happy and interested so that they don't disturb mum and dad from the business of spending money. Then at the back of the supermarket in the corner you'll probably find the fresh meat counter. This is partly to make sure that as little room as possible is taken away from the main display areas by the staff who are serving. But it's also there so as not to distract customers when we have deliveries. Er, they really don't want to see us bringing big carcasses of meat through the store, so, er, it's brought in through the back door. And very close to the fresh meat you can expect to see the pre-packed meat. Ah, people who are put off by the sight of blood and um - dead animals prefer to buy their meat in the form of convenience food lo prevent them having to make the connection between the product and the animal. Er, they buy a lamb chop, but they don't think of a baby lamb in the field. The freezer goods are nearby. There's a limited amount of space so the smaller suppliers often find it difficult to get room for their products. Ah, that's why you only tend to see the well-known brands here.
A: And how about those areas at the end of the aisle? How do you decide what lo put there?
M: Yes, these are key selling sites, and sales of goods at these points can be as much as five times higher than other areas. So we generally move goods to the end of aisle areas when we want to sell them quickly: goods which have not been selling well, and especially those which are nearing their sell-by date. Bread, too, needs to be sold quickly, but we put the bakery section in the far comer, as far away from the entrance as possible, next to other basic food stuffs such as milk. This is so that customers have to walk past hundreds of products to reach it. It's expensive to run a bakery but it increases sales of other products. The smell, too, is an important factor as it helps to create a warm, homely atmosphere in the store.
A: And the drinks. They're often at the far end too, aren't they Matthew?
M: Yes, very near the exit. Er, by this time the shopper is beginning to enjoy the shopping experience, so he or she will buy more if it's here than if it's by the entrance. Er, the same is true for those products we put at the checkouts; er, more sweets and chocolates, usually The kind of things people buy on impulse as they wait to pay, er, a reward they give themselves for doing the shopping.
A: Thank you very much, Matthew, for taking us through that shopping experience.
I: Thank you.
A: Next week, the department store, and we'll be talking to...
M: Thanks Barbara. Well, the layout of most major supermarkets is roughly the same, and for more or less the same reasons. You’ll notice that the entrance, for example, is usually situated to one side of the building. This is to ensure, of course, that shoppers walk down as many aisles as possible before they leave the store. Ah - if we had it in the middle, then they might visit only one half of the supermarket and as a result only buy half as much. The first thing you often see as you come through the entrance is the fruit and vegetable area. As well as being pleasant to the eye, er, this also gives customers the impression they are coming into an outdoor market. Fresh, colorful products are far more attractive than tins of convenience food so the customer is put in a good mood, from the start.
A: A good mood to buy things, you mean?
M: Exactly. And next to the fruit and vegetable area is the confectionery; umm, crisps, chocolates, sweets and so on. Parents often come shopping with their children and we need to ensure that they are kept happy and interested so that they don't disturb mum and dad from the business of spending money. Then at the back of the supermarket in the corner you'll probably find the fresh meat counter. This is partly to make sure that as little room as possible is taken away from the main display areas by the staff who are serving. But it's also there so as not to distract customers when we have deliveries. Er, they really don't want to see us bringing big carcasses of meat through the store, so, er, it's brought in through the back door. And very close to the fresh meat you can expect to see the pre-packed meat. Ah, people who are put off by the sight of blood and um - dead animals prefer to buy their meat in the form of convenience food lo prevent them having to make the connection between the product and the animal. Er, they buy a lamb chop, but they don't think of a baby lamb in the field. The freezer goods are nearby. There's a limited amount of space so the smaller suppliers often find it difficult to get room for their products. Ah, that's why you only tend to see the well-known brands here.
A: And how about those areas at the end of the aisle? How do you decide what lo put there?
M: Yes, these are key selling sites, and sales of goods at these points can be as much as five times higher than other areas. So we generally move goods to the end of aisle areas when we want to sell them quickly: goods which have not been selling well, and especially those which are nearing their sell-by date. Bread, too, needs to be sold quickly, but we put the bakery section in the far comer, as far away from the entrance as possible, next to other basic food stuffs such as milk. This is so that customers have to walk past hundreds of products to reach it. It's expensive to run a bakery but it increases sales of other products. The smell, too, is an important factor as it helps to create a warm, homely atmosphere in the store.
A: And the drinks. They're often at the far end too, aren't they Matthew?
M: Yes, very near the exit. Er, by this time the shopper is beginning to enjoy the shopping experience, so he or she will buy more if it's here than if it's by the entrance. Er, the same is true for those products we put at the checkouts; er, more sweets and chocolates, usually The kind of things people buy on impulse as they wait to pay, er, a reward they give themselves for doing the shopping.
A: Thank you very much, Matthew, for taking us through that shopping experience.
I: Thank you.
A: Next week, the department store, and we'll be talking to...
Question No. /
1 The location of the entrance is intended to encourage customers to visit as possible.
2 Fruit & vegetables are situated near the entrance so that customers feel they are entering
3 On sale next to the fruit and vegetables arc products aimed at keeping interested.
4 The counter is usually to be found at the back of the store.
5 Pre-packed meat prevents customers relating the product to .
6 Usually only are sold in the frozen food section.
7 Sales of goods at the end-of-aisle areas are often than at other locations.
8 The section is situated in the far corner of the supermarket.
9 By the time customers reach the alcoholic drinks, they will be used to the
10 On sale at the checkouts are products which encourage customers to
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