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年的美国动画片，主人公一家生活在未来世界。后多用Jetsons指代令人称奇的技术进步。.Here are a few things you can expect to see based on current technology that’s in the works2in the works在进行中或准备中。.

你很可能已经听说，实体零售行业遇到了麻烦，连业界巨擘都有数百家店面关门大吉。

[2]鉴于零售业正稳步转向手机端和电子商务，你也许会对它未来的模样感到好奇。

[3]我们会个个穿着睡衣、在家购物吗？实体店会消亡吗？另外，还会有像《杰森一家》里那样酷炫的新事物涌现出来。根据当下正在兴起的技术，以下几种购物方式是可以预见的。

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]现在配送的标准是两天到货，不过如果你留意过，就知道情况正在发生变化。事实上，有25%的消费者说，如果“一天到货”不可选的话，他们就会放弃下单。这一比例高得惊人。

[5]当然这不过是个开始。在可预见的未来，两小时到货的无人机配送方式即将登场。亚马逊已经开始研究30分钟到货的无人机配送了。

Your kitchen will restock itself

[6]While Amazon has pioneered the“Dash Button,”4Dash按钮是亚马逊于2015年8月推出的一款配件，可贴在某件家用物品上，并可接入家庭无线网络。顾客只要按下按钮，就能在亚马逊网站上下单，购买相应的物品。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物联网。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〉一批贮藏物。is empty or last-minute trips to the grocery store because you forgot to buy pet food.

自动补货的厨房

[6]亚马逊率先开发了Dash按钮，在不远的将来，你的食品储藏室就可以真正替你下单了。一家行事低调的创业公司WePlenish已经推出了一系列“由物联网驱动的”智能容器，有望给现代厨房带来一场革命。

[7]你不用再担心咖啡、宠物食品、零食等必需品会被吃完，因为容器能感知库存水平，不消你动动手指，就会补上存货。醒来发现咖啡已用完、或者因为忘买宠物食品而临时急忙赶去杂货店的遭遇再也不会发生了。

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设备，用户可以通过语音控制音响、电视等家用电器，也可以设置日程提醒。allows people to ask Google Assistant8谷歌语音助手与苹果手机搭载的Siri类似，可以与用户对话，帮助用户完成多种任务。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.

对哪里有货了如指掌

[8]不知道你是否有过跑

3 one-day delivery指“一天到货”或“次日到货”。去商店买某样东西却发现缺货的经历。谷歌家庭推出了一项新功能，使人们可以在谷歌语音助手的帮助下，找到最近的有货的商店。

[9]比如你可以问：“谷歌，我在哪里可以买到任天堂Switch主机呀？”谷歌语音助手就会告诉你现在有多少家店有货，以及它们离你有多远。

[10]当然，目前这项功能尚未覆盖所有地点的所有店面，但已经可以看到，未来它将成为标准操作。

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.

数字试衣间和精心打造的购物体验

[11]点饮料、调灯光、呼叫店员，所有这些只需要轻点几下鼠标即可完成。

[12]未来，去商店购物可能就像看电影要去电影院而非在家看，追求的就是那种体验：

·商店提供到店专享的特殊折扣，还会举办主题活动；

·高端商店会用无人驾驶轿车接送重点顾客；

·将有更多可以提供互动体验的“互联商店”。

[13]有了互动式触摸屏，顾客选择的商品可以直接送到他们的试衣间，高端零售商瑞贝卡·明科夫的服装销售额因此达到了以往的三倍。试衣间的镜子/屏幕还能帮助顾客看到同一件衣服不同颜色、不同尺寸的样子，以及搭配不同妆容后呈现的效果。

[14]我们熟知的试衣间也可能成为明日黄花。毕竟，如果你能用一个精准的3D版的自己去试衣服，并获得针对合身程度、风格、色彩和其他方面的建议，那何必费力换装呢？

[15]大型美妆产品零售商丝芙兰已经启用了具有强大互动功能的应用，顾客可以借助手机上的摄像头，尝试化妆品的新色号并获得推荐建议。

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，梦寐以求的。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皮肤的色调。—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.■

未来消费者的一天

[16]那么，未来的零售业会是什么样的呢？

[17]你计划和朋友们一起去参加当地一家商店搞的活动，试一试虚拟新装。无人机帮忙将你买的东西送到家里，只用几分钟你就组织起来一场派对。不过点了几下鼠标，就给孩子找到了心仪已久的生日礼物，商家还给送到了家门口。

[18]借助社交媒体上和商店里的大量信息接收器——比如调查、竞赛和带有互动功能的应用，零售商和零售品牌会更了解我们需要什么——从我们喜欢什么风格的鞋子到哪一款口红更衬肤色。利用这些信息，它们可以推出更富成效、更适应个人需求、互动性更强的营销活动。

[19]这意味着零售商需要对各个销售渠道的工作不断改良、革新与整合，以使得顾客的采购之旅尽可能畅通无阻。

[20]更大便利、更好体验、更多选择——这将是一个全新的世界。□

（译者曾获第八届“《英语世界》杯”翻译大赛优秀奖）