电子商务挑战传统商店

Online sales now represent as much as one-tenth of all retail sales in the United States. This has led traditional stores to seek new ways to keep their customers loyal.目前，网上销售占了美国零售总额的十分之一。这造成传统卖场必须找寻新的途径来维持客户忠诚度。Lynne Shaner used the Internet to buy everything she needed for her wedding and holiday gifts for her husband and step-daughter. Other than food, 90 percent of her purchases were made on her home computer.Lynne Shaner用于互联网出售了婚礼所需的一切东西，以及给丈夫和继女的节日礼物。

除食品外，她90%的交易都是在家里电脑上已完成的。I find that, by being able to go online and choose the things that I need to choose, and have them delivered to me right at my doorstep, I eliminate all the driving, all the crowds, all the noise of that, and I usually get a better selection.她说道，“我找到，通过网上购物和送货上门，我靠近了驾车、人群、噪音等等，而且一般来说我能获得更佳的自由选择。”There are a lot of people like her. Experts say American online shopping hit records in both November and December. Fifty-seven percent of Americans have bought something electronically.美国有很多人像她一样做到。专家回应，美国网上购物在11月和12月再行创纪录。

57%的美国人展开了电子购物。Store owners worry that this growing amount of online sales will hurt their business. Cornell University marketing professor Ed McLaughlin says they should be worried. He spoke to VOA by Skype.商店老板担忧网上销售日益增长不会伤害他们的做生意。

康奈尔大学营销学教授埃德·麦克劳克林（Ed McLaughlin）回应，这些老板们应当为此忧虑。他通过Skype拒绝接受了美国之音专访。Anything that can move online, will. And its just a matter of time.“任何东西都能转至网上销售，这只是个时间问题。”Professor McLaughlin says traditional stores can keep their customers by selling goods like clothing, which buyers may want to see and try on before purchasing. He says the stores could also offer things that are difficult to ship. He also says some stores can please customers by offering to set up or repair electronic products.麦克劳克林回应，传统商店可以通过销售服装之类的商品保持客户，客户出售这类商品前期望亲眼看到并试穿。

他说道，商店还可以销售不方便运输的东西。他还回应，一些商店可以通过获取电子产品的设置和修理来讨好客户。Bill Martin is the founder of ShopperTrak. His business helps stores learn about their customers. He told VOA by Skype that traditional stores offer a social experience that some people enjoy.比尔·马丁（Bill Martin）是ShopperTrak公司的创始人。

该公司协助商店理解其客户。他通过Skype对美国之音回应，传统商店获取了部分人讨厌的一种社会经历。There is still a lot of emotion in the buying decision, you know, that takes place. Oftentimes, you know, you need that last sense of ‘Boy, this is exactly what I want -- that feeling before youre ready to part with money, and you cant always get that on-line. Its a rather cold process.“在购物决策中还有许多情感因素起起到。一般来说情况下，你必须‘小伙子，这就是我想的’这种花钱前的感觉，在网上去找将近这种感觉。

网上购物是一种较为热烈的过程。”Bill Martin says traditional stores can provide goods to buyers more-quickly than online stores. And some retailers are using websites to persuade people to visit their stores.马丁说道，传统商店需要比网上商店更慢地向客户获取商品。

一些零售商开始用于网站劝说人们去他们的商店。While e-commerce worries some business owners, the only worry for delivery services like FedEx and UPS is keeping up with the number of packages. UPS Manager Dana Kline says her company is very busy at this time of year. UPS is so busy that it has filled 55,000 temporary worker positions during the holiday season.反过来电子商务也忧虑一些企业主，这种唯一对FedEx和UPS这类租车服务的担忧也随着包覆数量一路快速增长。UPS经理达纳·克莱恩（Dana Kline）回应，她们公司每年这个时间都朋友们。

UPS是如此之整天，以至于它们在节日期间补足了55000个临时工职位。

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