乔布斯传 第477期:顾客体验(2)

 When Johnson came back in January 2000 to be interviewed again, Jobs suggested that they take a walk. 2000年1月，约翰逊来参加第二轮面试，乔布斯建议他们一起出去走走。

They went to the sprawling¹ 140-store Stanford Shopping Mall at 8:30 a.m. 早上8点半，他们去了斯坦福购物中心，里面有140家商铺。

The stores weren't open yet, so they walked up and down the entire mall repeatedly and discussed how it was organized, 当时这些商铺都还没开门，于是他们一边在里面上上下下地走来走去，一边讨论着购物中心的布局、

what role the big department stores played relative to the other stores, and why certain specialty² shops were successful. 大型购物中心相对于其他商店来说扮演了什么角色，以及某些专卖店成功的原因。

They were still walking and talking when the stores opened at 10, and they went into Eddie Bauer. 他们一直谈论到上午10点，商铺纷纷开门了，他们先去了艾迪堡。

It had an entrance off the mall and another off the parking lot. 这家商铺有两个入口，一个直接面对购物中心内部，另一个连着停车场。

Jobs decided³ that Apple stores should have only one entrance, which would make it easier to control the experience. 乔布斯说苹果零售店只能有一个入口，这样能够更好地控制顾客体验。

And the Eddie Bauer store, they agreed, was too long and narrow. 他们一致认为艾迪堡的商铺过于狭长。

It was important that customers intuitively grasp the layout of a store as soon as they entered. 而最好的情况是让顾客一进来就能了解店铺的整体布局。

There were no tech stores in the mall, and Johnson explained why: 在这家购物中心里没有科技类的店铺，约翰逊将原因解释为：

The conventional wisdom was that a consumer, when making a major and infrequent purchase such as a computer 传统观念认为，当消费者要买计算机这种大件的，又不经常购买的商品时，

would be willing to drive to a less convenient location, where the rent would be cheaper. 他们还是愿意开车去交通不太便利的地方，因为那边的租金会便宜些。

Jobs disagreed. Apple stores should be in malls and on Main Streets 乔布斯不同意这个说法。他认为苹果零售店应该开在繁华街区的购物中心里，

in areas with a lot of foot traffic, no matter how expensive. 那种区域行人多，无论租金有多贵。

"We may not be able to get them to drive ten miles to check out our products, but we can get them to walk ten feet," he said. 他说：“我们不能让顾客开10英里的车去看我们的产品，而是要在10步之内。”

The Windows users, in particular, had to be ambushed⁴: 尤其是Windows用户，一定要给他们设好埋伏。

"If they're passing by, they will drop in out of curiosity, “如果路过这里，他们会出于好奇心走进来，

if we make it inviting⁵ enough, and once we get a chance to show them what we have, we will win." 如果我们把店面做得足够吸引人，一旦我们有机会向他们展示我们的产品，我们就赢了。”

 

1 sprawling   

adj.蔓生的，不规则地伸展的v.伸开四肢坐[躺]( sprawl的现在分词 )；蔓延；杂乱无序地拓展；四肢伸展坐着（或躺着）

参考例句：

• He was sprawling in an armchair in front of the TV. 他伸开手脚坐在电视机前的一张扶手椅上。
• a modern sprawling town 一座杂乱无序拓展的现代城镇

2 specialty   

n.(speciality)特性，特质；专业，专长

参考例句：

• Shell carvings are a specialty of the town.贝雕是该城的特产。
• His specialty is English literature.他的专业是英国文学。

3 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

4 ambushed   

v.埋伏( ambush的过去式和过去分词 )；埋伏着

参考例句：

• The general ambushed his troops in the dense woods. 将军把部队埋伏在浓密的树林里。 来自《简明英汉词典》
• The military vehicles were ambushed. 军车遭到伏击。 来自《简明英汉词典》

5 inviting   

adj.诱人的，引人注目的

参考例句：

• An inviting smell of coffee wafted into the room.一股诱人的咖啡香味飘进了房间。
• The kitchen smelled warm and inviting and blessedly familiar.这间厨房的味道温暖诱人，使人感到亲切温馨。