Базовая терминология по супермаркетам - с русскоязычными эквивалентами

Материал (без русскоязычных "подсказок") издательства Longman

Introduction
One of the secrets of a successful business is to understand your customers’ needs, personalities (особенности характера) and purchasing habits (покупательские привычки). If you can predict (предсказать) what your customers will want to buy, you will have time to supply (доставить) the goods when the customers want to purchase (купить/приобрести).
Supermarkets have turned (превратили) understanding their customers into a science (науку).

Secrets of layout (размещения)
The goods in supermarkets are on open shelves rather than (а не) being behind a counter (за прилавком) as in traditional shops. The temptation (искушение/соблазн) for customers to steal goods is much greater. For this reason (по этой причине), supermarkets were the first type of shop to install closed circuit television cameras (телекамеры замкнутой системы) [CCTV] to watch the customers.
The CCTV reduced theft (сократили кражи) from supermarket shelves but also provided fascinating evidence (уникальные факты) about customer behaviour (поведении покупателей). By studying hours of video tapes of customers moving around the shops, supermarkets were able to gain insights into (понять) customer behaviour. These insights (такое понимание) have influenced (повлияло на) the design and layout of supermarkets.

Decompression zone (зона выхода из стресса/зона релаксации)
The experience begins when you first enter the supermarket. You enter what they call the ‘decompression zone’. This area is warmer than outside and is designed to make you feel comfortable and unstressed. There may be relaxing music playing quietly on the public address system (системе общего оповещения). The entrance is a dead zone (мертвая зона/зона застоя) in commercial terms (с точки зрения торговли) because customers are not yet ready to purchase. Customers enter a supermarket at normal walking speed and do not slow down until they are through the decompression zone (не замедляют [шаг], пока не преодолеют «зону релаксации»).

Look right
75% of customers look towards the right (в правую сторону) after entering a supermarket. This is a good reason to place the most attractive offers (это достаточное основание, чтобы поместить самые привлекательные предлагаемые [товары]) on the right rather than the left.

Dwell zone (зона остановки)
Often you will find an area selling newspapers, magazines close to the entrance. This ‘dwell zone’ encourages (поощряет) you to browse (просмотреть) the shelves and make some impulse purchases (импульсных покупок) before your real shopping begins. This zone may also contain (содержать) DVDs, CDs and books.

Music, books and films for adults (взрослых) are placed on higher shelves. Things which children will like are placed on lower shelves where children can easily pick them up. This is not just to ‘protect’ children from the temptations of adult content magazines (журналов взрослого содержания) on the top shelf, it means that while the adult’s eyes are on the higher shelves selecting a CD, the children are putting their favourite items (любимые товары) into the shopping trolley (тележку).

Fruit and vegetables
Making ‘fruit and vegetables’ the first food department is not designed for the convenience (удобства) of customers. If you put soft fruit or vegetables into the bottom (дно) of your shopping trolley, they will be crushed by your later purchases. But supermarkets have realised that the psychological attraction (психологическая привлекательность) of good health, freshness and quality which is associated with this section is very strong. It is so strong that it influences (влияет на) your purchases in that department and continues as you move through the store (по мере вашего продвижения по магазину).

Gondola Ends
As we reach the end of an aisle (прохода между рядами) we have to slow down to direct our trolley around the corner. As we make the turn our eyes fall on the items displayed at the end of the ‘gondolas’. A gondola is a free-standing shelving unit (отдельно стоящая полка). These are ‘hot spots’ (активные зоны/популярные участки) for supermarkets. They are the most profitable (выгодные) shelves for the supermarket. A great place for impulse purchase items or ‘something special’ which will make your family happy.

Themed aisles (тематические пролеты)
Supermarkets exploit seasonal purchases by having aisles which are themed to seasonal items (посвящены сезонным товарам). “It’s barbecue time” the aisles will tell you, and you will find barbecues, picnic plates, kebab skewers (шампуры), aprons (фартуки) and gloves all in the same place. You will have to resist the temptation (сопротивляться искушению) to purchase for the barbecue which was not in your mind before you entered.
In the same way, we are prompted (нас побуждают) to purchase items for Christmas, Easter, ‘Back-to-school’, Father’s Day and so on, by the supermarket’s themed displays.

Essentials (основные продукты)
You will always need to purchase bread, eggs, and milk. These essential items are displayed deep into the supermarket so you even if you only intended to purchase these essentials you will have to pass many temptations before you reach the shelves where they are sold.

Shelf positioning
The positioning of items on a shelf has been studied in great detail. We read shelves in the same way as we read books, from left to right. Our eyes remain longest on items on the right, so the most expensive brands are always on the right. The cheapest brands are often hard to see on low shelves because the supermarket wants you to purchase the expensive brands at eye-level.

Soap, detergents (чистящие средства) and cleaning products
These are important items in any shopping trolley and they make an important contribution to supermarket profits, but they must always be placed near toilet paper or other non-food items. This is because the artificial perfumes (искусственные отдушки) added to these products can very easily contaminate (испортить) the taste of food.

Alcohol
Alcohol is always the last aisle before the checkouts (здесь: кассой). Supermarkets try to communicate a fresh, healthy image. When you have filled your trolley with fresh healthy food, you can feel less guilty (менее виноватым) about indulging yourself with some alcohol (позволив себе алкоголь).

At the checkout
Supermarkets know their customers don’t like queuing (стоять в очереди) at the checkout (in fact some supermarkets monitor the number of customers at the entrance and adjust the number of checkouts open). But the customer standing in a queue at the checkout is stationary (неподвижно стоящий) and therefore a tempting prospect (а потому привлекательный перспективный потребитель) for any supermarket. Can the customers be tempted with (можно ли соблазнить покупателей) car insurance, holiday offers, savings plans, internet connections or mobile phone cards? It is more difficult to sell these items to a moving customer, but a bored (скучающий), stationary customer might pick up a leaflet (брошюру) and make a purchase.
And of course, while the adult is reading about a cheap holiday in the sun, the children are grabbing sweets (хватают конфеты) from low level displays and adding them to the trolley.

Bar-coding and stocking (шрих-код и поддержание запасов)
Since every item in the supermarket carries a unique barcode, and that barcode is scanned (штрих-код сканируется) at the checkout, at any moment in the day, the supermarket can know precisely (точно) how many tins of Heinz Baked Beans it has on its shelves. The computer-checked bar coding used by supermarkets means that they can keep very strict controls of their stock levels (установить жесткий контроль над запасами) and therefore control their overheads (накладные расходы) whilst providing a reliable guarantee of availability to their customers.

Pricing
If we accept that the main function of supermarkets is to collect the largest amount of money from customers as possible we can begin to understand the pricing policy.
Again, if we accept that there is no significant difference between products in different price bands (ценовых категориях), we would naturally prefer our customers to buy the more expensive brands.

Supermarkets have realised that they should always make it easy for customers to ‘trade up’ (покупать по более высокой цене/более дорогой продукт) and buy a product which is slightly (слегка) more expensive than their normal purchase. For this reason, supermarkets very often offer four brands of a single product ranging from the cheapest to the most expensive. Each brand is priced carefully (аккуратно) so that it is a small pricing step away from the higher priced brand. Customers are discouraged by big differences in prices, but a small pricing step encourages (поощряет) them to trade up.

BOGOFs and special offers
BOGOF is the acronym for ‘buy one get one free’. A BOGOF is an attractive type of special offer which tempt customers to buy more than they need whilst believing (веря при этом) the supermarket is their ‘friend’.
Supermarkets use special offers to bring focus on to a product (чтобы обратить внимание на продукт) and drive profits through increased sales (посредством увеличения продаж).
The customer should be wary of (с осторожностью отнестись к) special offers and carry a pocket calculator to assess the actual value (чтобы оценить действительную стоимость) of the offer.
We are offered £1 off the price of mushrooms. Is that a bargain (выгодная покупка)? Yes, it would seem to be a good offer until we realise that it is £1 off the price of a kilo of mushrooms. Few customers would buy more than 200 grams, so the reduction (здесь: скидка) has very little meaning (значение/смысл).


Loyalty cards and data collection
Supermarkets love ‘loyal’ (верных), returning customers who do not stray to inspect other supermarkets. Loyalty cards are a great way to give your customers the incentive (стимул) to return. Every pound you spend with a supermarket gives you some ‘points’ (очки) on your loyalty card. These ‘points’ are converted into discount vouchers and special offers which are mailed to the customers at home.

Customers feel it would be a criminal waste of money to throw away these vouchers and offers, so they are kept at home where they shout at the customer to go out and spend more money while using their vouchers.
The loyalty cards look like credit cards and they are scanned at the checkout. In fact, they are just a subtle way (изощренный/тонкий способ) to collect information about the customers. Your purchases are your personality. Your loyalty card is the doorway into your brain (вход в ваш мозг) for the supermarket.