How We’ll Be Shopping in 10 Years

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You’ve probably heard that brick and mortar retail is in trouble.Even industry giants are closing hundreds of stores.

[2]Given retail’s steady migration to mobile and e-commerce, you may be wondering what retail will look like in the future.

[3]Are we all going to shop at home in our underwear? Will physical storefronts go away? Move over, Jetsons1指The Jetsons（《杰森一家》），首播于1962年的美國動畫片，主人公一家生活在未來世界。后多用Jetsons指代令人稱奇的技術進步。.Here are a few things you can expect to see based on current technology that’s in the works2in the works在進行中或準備中。.

你很可能已經聽說，實體零售行業遇到了麻煩，連業界巨擘都有數百家店面關門大吉。

[2]鑒于零售業正穩步轉向手機端和電子商務，你也許會對它未來的模樣感到好奇。

[3]我們會個個穿著睡衣、在家購物嗎？實體店會消亡嗎？另外，還會有像《杰森一家》里那樣酷炫的新事物涌現出來。根據當下正在興起的技術，以下幾種購物方式是可以預見的。

Ultra-fast delivery

[4]Today, the norm is two-day delivery.But if you’ve been paying attention,you know that’s changing.In fact, a surprisingly high 25% of consumers said that they would abandon their orders if one-day delivery3wasn’t available.

[5]Of course, that’s just the beginning.Two-hour drone delivery is coming in the foreseeable future, and Amazon is already talking about 30-minute drone delivery.

超高速配送

[4]現在配送的標準是兩天到貨，不過如果你留意過，就知道情況正在發生變化。事實上，有25%的消費者說，如果“一天到貨”不可選的話，他們就會放棄下單。這一比例高得驚人。

[5]當然這不過是個開始。在可預見的未來，兩小時到貨的無人機配送方式即將登場。亞馬遜已經開始研究30分鐘到貨的無人機配送了。

Your kitchen will restock itself

[6]While Amazon has pioneered the“Dash Button,”4Dash按鈕是亞馬遜于2015年8月推出的一款配件，可貼在某件家用物品上，并可接入家庭無線網絡。顧客只要按下按鈕，就能在亞馬遜網站上下單，購買相應的物品。in the not-so-distant future, your pantry will literally order your products for you.One stealth startup, WePlenish, is already launching a line of“IoT-powered”5IoT=Internet of Things物聯網。smart containers that promise to revolutionize the modern kitchen.

[7]You won’t have to worry about running out of essentials like coffee, pet food or snacks because your containers will sense inventory levels and replenish those items without you having to lift a finger.No more waking up to find your coffee stash6stash〈非正式〉一批貯藏物。is empty or last-minute trips to the grocery store because you forgot to buy pet food.

自動補貨的廚房

[6]亞馬遜率先開發了Dash按鈕，在不遠的將來，你的食品儲藏室就可以真正替你下單了。一家行事低調的創業公司WePlenish已經推出了一系列“由物聯網驅動的”智能容器，有望給現代廚房帶來一場革命。

[7]你不用再擔心咖啡、寵物食品、零食等必需品會被吃完，因為容器能感知庫存水平，不消你動動手指，就會補上存貨。醒來發現咖啡已用完、或者因為忘買寵物食品而臨時急忙趕去雜貨店的遭遇再也不會發生了。

Know exactly what’s in stock where

[8]Have you ever gone to a store hoping to buy something, only to learn that they were out of stock? A new feature from Google Home7谷歌家庭是谷歌公司推出的智能家居設備，用戶可以通過語音控制音響、電視等家用電器，也可以設置日程提醒。allows people to ask Google Assistant8谷歌語音助手與蘋果手機搭載的Siri類似，可以與用戶對話，幫助用戶完成多種任務。to find in-stock products at the closest store.

[9]For example:“Google, where can I find the Nintendo Switch console?”Assistant will tell you how many stores have it right then and how close they are.

[10]Of course, it isn’t currently available for all stores in all locations, but you can already see a future when it has become standard.

對哪里有貨了如指掌

[8]不知道你是否有過跑

3 one-day delivery指“一天到貨”或“次日到貨”。去商店買某樣東西卻發現缺貨的經歷。谷歌家庭推出了一項新功能，使人們可以在谷歌語音助手的幫助下，找到最近的有貨的商店。

[9]比如你可以問：“谷歌，我在哪里可以買到任天堂Switch主機呀？”谷歌語音助手就會告訴你現在有多少家店有貨，以及它們離你有多遠。

[10]當然，目前這項功能尚未覆蓋所有地點的所有店面，但已經可以看到，未來它將成為標準操作。

Digital dressing rooms and curated experiences

[11]Order drinks.Adjust lighting.Call an associate.All with a few clicks.

[12]In the future, heading to the store may be like going to the movies instead of watching at home.You go for the experience:

? Stores hosting unique, in-store-only sales and themed events

? High-end stores using driverless cars to chauffeur preferred customers

? More“connected stores”hosting interactive experiences

[13]High-end retailer Rebecca Minkoff tripled clothing sales with interactive touch-screens that let shoppers choose products to be sent to their dress-ing rooms.The dressing room mirror/screen also enabled them to view those same items styled with different colors,sizes and looks.

[14]And dressing rooms as we know them may become a thing of the past.After all, why go to the trouble of getting undressed when you can use an accurate 3D version of yourself to try on items and get suggestions about fit,style, color and more?

[15]Top beauty retailer, Sephora, is already using its highly interactive app to let shoppers try on new makeup colors and get recommendations via the phone’s camera.

數字試衣間和精心打造的購物體驗

[11]點飲料、調燈光、呼叫店員，所有這些只需要輕點幾下鼠標即可完成。

[12]未來，去商店購物可能就像看電影要去電影院而非在家看，追求的就是那種體驗：

·商店提供到店專享的特殊折扣，還會舉辦主題活動；

·高端商店會用無人駕駛轎車接送重點顧客；

·將有更多可以提供互動體驗的“互聯商店”。

[13]有了互動式觸摸屏，顧客選擇的商品可以直接送到他們的試衣間，高端零售商瑞貝卡·明科夫的服裝銷售額因此達到了以往的三倍。試衣間的鏡子/屏幕還能幫助顧客看到同一件衣服不同顏色、不同尺寸的樣子，以及搭配不同妝容后呈現的效果。

[14]我們熟知的試衣間也可能成為明日黃花。畢竟，如果你能用一個精準的3D版的自己去試衣服，并獲得針對合身程度、風格、色彩和其他方面的建議，那何必費力換裝呢？

[15]大型美妝產品零售商絲芙蘭已經啟用了具有強大互動功能的應用，顧客可以借助手機上的攝像頭，嘗試化妝品的新色號并獲得推薦建議。

A day in the life of a future consumer

[16]So, what will the future of retail look like?

[17]You make plans to virtually try on new looks at a local store event with friends.You whip together a party in minutes by having items sent to your home by drone.You find that coveted9coveted垂涎已久的，夢寐以求的。birthday gift for your kids with just a few clicks and it lands on your doorstep.

[18]Using a multitude of social and in-store receptors, like surveys, contests and interactive apps, retailers and brands will know more about what we want—from what style shoe we like to what lipstick looks good on our skin tone10skin tone皮膚的色調。—and use that data to roll out more effective, personalized and interactive marketing campaigns.

[19]This means that retailers will constantly need to evolve, innovate and unify their omnichannel efforts so shoppers’ paths to purchase are as frictionless as possible.

[20]Convenience, experience, and options—it will be a whole new world.■

未來消費者的一天

[16]那么，未來的零售業會是什么樣的呢？

[17]你計劃和朋友們一起去參加當地一家商店搞的活動，試一試虛擬新裝。無人機幫忙將你買的東西送到家里，只用幾分鐘你就組織起來一場派對。不過點了幾下鼠標，就給孩子找到了心儀已久的生日禮物，商家還給送到了家門口。

[18]借助社交媒體上和商店里的大量信息接收器——比如調查、競賽和帶有互動功能的應用，零售商和零售品牌會更了解我們需要什么——從我們喜歡什么風格的鞋子到哪一款口紅更襯膚色。利用這些信息，它們可以推出更富成效、更適應個人需求、互動性更強的營銷活動。

[19]這意味著零售商需要對各個銷售渠道的工作不斷改良、革新與整合，以使得顧客的采購之旅盡可能暢通無阻。

[20]更大便利、更好體驗、更多選擇——這將是一個全新的世界。□

（譯者曾獲第八屆“《英語世界》杯”翻譯大賽優秀獎）