第十二期【星巴克】

DAY 9 原文

「听力录音」

「听力原文」

Andrew Charles: Thanks. Roz, one of the more impressive drivers of the US same-store sales has been growth in loyalty program with the 1.4 million members added during 1Q, the seasonal highest it's been on record since you guys have been disclosing this. And I was wondering, with this growing base of users, can you talk about the changes in the tactics you're using to market more effectively to these customers to help increase the spend as well as the visitation?

谢谢。Roz，美国同店销售的一个更令人印象深刻的驱动力是忠诚度计划的增长，在第一季度增加了140万会员，这是自你们披露这一消息以来有记录以来的季节性最高值。我想知道，随着用户数量的不断增长，你能否谈谈你为更有效地向这些客户推销而采用的策略的变化，以帮助增加支出和探访次数？

Rosalind Gates Brewer: So, yes, Andrew, just a few things there. One is we have a very effective media spend. And so if you go back a year or so ago, we were either – had very small investments in our media spend or not very directed. And so now we are better at understanding almost a one-to-one relationship with that consumer. And so if we have an email address, we can look at their past purchases and then suggest to them what they could enjoy in our stores, and then also to alert them to Happy Hour and other events that are happening in the store. And we didn't have that in the past.

那么，是的，Andrew，这里有一些东西。一是我们有非常有效的媒体支出。所以，如果你回到一年左右前，我们要么在我们的媒体支出上有非常小的投资，要么没有很好的指导。所以现在我们更善于理解与消费者之间的一对一关系。因此，如果我们有一个电子邮件地址，我们可以查看他们过去的购物记录，然后向他们建议他们在我们的商店里可以享受什么，然后还可以提醒他们在欢乐时光和商店里发生的其他事件。我们过去没有。

And then in addition to that is when we introduce new items and so what we're seeing from a Cold Brew perspective is also just speaking to them about the new cold beverages. So it's having that one-to-one relationship and access to them and can personalize the offerings that we have to our customer base.

除此之外，当我们介绍新产品时，我们从冷萃冰咖啡的角度所看到的也只是向他们介绍新的冷饮料。因此，它拥有一对一的关系和访问权限，可以对我们的客户群提供个性化的服务。

「金融重点词汇解析」

1. Cold Brew: 冷萃冰咖啡，普通的冰咖啡只是将冰加到热咖啡里进行冷却而成，纯粹是为了降温。但冷萃咖啡，是要求低温萃取，减少咖啡豆释放的单宁酸，也会使得咖啡本身的酸涩感和咖啡因含量降低，不仅制作起来更耗时间、耗成本，口感更是完全不同。