Store scent(香味)

What is the first thing you notice when you walk into a shop? The products displayed(展示) at the entrance? Or the soft background music?

But have you ever noticed the smell? Unless it is bad, the answer is likely to be no.But while a shop's scent may not be outstanding compared with sights and sounds, it is certainly there. And it is proving to be an increasingly powerful tool in encouraging people to purchase.

A brand store has become famous for its distinctive scent which floats through the fairly dark hall and out to the entrance, via scent machines. A smell may be attractive but it may not just be used for freshening air. One sports goods company once reported that when it first introduced scent into its stores, customers' intention to purchase increased by 80 per cent.

When it comes to the best shopping streets in Paris, scent is just as important to a brand's success as the quality of its window displays and goods on sale. That is mainly because shopping is a very different experience to what it used to be.

Some years ago, the focus for bread name shopping was on a few people with sales assistants' disproving attitude and don't­touch­what­you­can't­afford displays. Now the rise of electronic commerce (e­commerce)has opened up famous brands to a wider audience. But while e­shops can use sights and sounds, only bricks­and­mortar stores(實體店) can offer a full experience from the minute customers step through the door to the moment they leave. Another brand store seeks to be much more than a shop, but rather a destination.And scent is just one way to achieve this.

Now, a famous store uses complex man­made smell to make sure that the soft scent of baby powder floats through the kid department, and coconut(椰子) scent in the swimsuit section. A department store has even opened a new lab, inviting customers on a journey into the store's windows to smell books，pots and drawers, in search of their perfect scent.

67. According to the passage, what is an increasingly powerful tool in the success of some brand stores?

A. Friendly assistants.

B. Unique scents.

C. Soft background music.

D. Attractive window display.

68. E­shops are mentioned in the passage to ________.

A. show the advantages of bricks­and­mortar stores

B. urge shop assistants to change their attitude

C. push stores to use sights and sounds

D. introduce the rise of e­commerce

69. The underlined word “destination” in Paragraph 5 means ________.

A. a platform that exhibits goods

B. a spot where travellers like to stay

C. a place where customers love to go

D. a target that a store expects to meet

70. The main purpose of the passage is to ________.

A. compare and evaluate

B. examine and assess

C. argue and discuss

D. inform and explain

【要點綜述】 本文主要介紹了香味對于傳統(tǒng)實體店的影響。各大品牌店都加強了味覺對顧客消費欲求的刺激，并根據(jù)商品的不同而調(diào)節(jié)香味。

67. B　細節(jié)理解題。根據(jù)第二段中“And it is proving to be an increasing powerful tool in encouraging people to purchase.”可知，此句中的it指的是前面的scent，故選B。

68. A　推理判斷題。根據(jù)第五段中“But while e­shops…only bricks­and­mortar stores (實體店) can offer a full experience…”可知作者的傾向非常明顯，認為實體店能提供完整的購物體驗，即強調(diào)傳統(tǒng)實體店的優(yōu)勢。故選A。

69. C　詞義猜測題。destination的本意是“目的地”，與上文提到的shop場地相通，但意義迥異，不僅是購物的地方，更多的是一種購物的完整體驗，有視覺、聽覺和味覺的多重享受。這里的意義是針對消費者而言的，而不是商店或商家。A、D選項都是針對商家的，而B項跟文章沒有關(guān)系。故選C。

70. D　主旨大意題。這篇文章主要是談?wù)撓阄秾�購物心理的影響，是一篇說明文，所以重在介紹和解釋香味對于實體店的影響。A項意為“對比和評估”，對比談到了，而評價涉及較少;B意為“檢測和評估”，科學(xué)檢測意味太濃，跟本文大意不符。C項意為“爭辯”，沒有批評靶子的情況下，這種說法不成立。所以本題選D，介紹并解釋了“香味”，而沒有進行科學(xué)試驗。