Rob: Hello and welcome to 6 Minute English with me, Rob.
Finn: And me, Finn.
Rob: Hello Finn. Well, Happy New Year to you. Here we are in 2014, the festive
season is over – so Finn, did all that Christmas shopping break the
bank?
Finn: You mean, did I spend too much money? Well, yes I did, but I put most of
it on plastic – my credit card – so I’ll pay for it next month.
Rob: Well, clearly you didn’t have enough money to buy me a present! Anyway,
today we are talking about shopping and a relatively new style of
shopping called showrooming.
Finn: Yes, showrooming – this is where customers visit shops to see and test
products before going online to buy them.
Rob: We’ll be discussing that soon and looking at vocabulary to do with
shopping. But before we do, Finn, you’re a man who likes to shop - but do
you know which country has the most people who shop online? Is it:
a) The United Kingdom
b) The USA
c) Korea
Finn: Well, I know the internet is very big in Korea but I think the USA has
more online shoppers.
Rob: OK, well, I’ll let you know the answer at the end of programme. So today
we’re talking about how technology is changing the way we shop and how
it could spell disaster – or be very bad for – the high street.
Finn: The high street – this is a term we use in Britain to mean the collection of
everyday shops that we normally see in our town centres. Things like shoe
shops, newsagents, supermarkets.
Rob: We know that the high street is competing with the internet. I buy things
like CDs, electrical goods and food online, from the comfort of my home.
Finn: Ah but have you ever ‘showroomed’ before, Rob? That means going to a
shop, having a look at something and then going home to buy it online.
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Rob: Yes, I bought a camera at a knock-down price online, although it was
from the same retailer as the shop that I saw it in. I know I’m not alone
in doing this though. Research by a company called Foolproof, found 24%
of people ‘showroomed’ while Christmas shopping last year.
Finn: And a market research company called TNS found one third of consumers
around the world said they used this tactic – or this type of shopping.
Rob: Now, although people do it to try and save money, there are other
reasons for this too, as we can hear from the Head of Technology at TNS
UK, Amy Cashman. See if you can hear what the three reasons are:
Head of Technology, TNS UK, Amy Cashman:
There’s basically three main points that this kind of behaviour can overcome. People are
short on time, short on money and they want reassurance about the products they are
buying. So they use the internet in store and online on their mobile which we found is
particularly prevalent, to do things like try and get to the bottom of where they can find
a cheaper price elsewhere but also get information, product reviews and also do things
like look at store layouts and see where products are so they can go and find them
faster.
Finn: So she says there are three main reasons for people to showroom: They
are short on time, short on money, and they want reassurance.
Rob: Yes, reassurance – so they want to know what the product really looks like
and they want to be confident they are buying the right thing.
Finn: I think that’s true, I like to inspect what I am buying. If you go to a shop
and look at the real thing, you get a much better idea of what it’s like than
from a photo on the internet or in a catalogue – but I also want a bargain
– in other words, the best price.
Rob: That’s why Amy Cashman said customers sometimes use the internet in
store – so in the shop – to ‘get to the bottom of’ where they can get it
cheaper. We could say they use the internet to shop around.
Finn: That's a good phrase, meaning to look around for the best deal. Using a
smartphone is an increasingly popular way to do this.
Rob: Smartphones are also useful for getting product reviews – these are the
kind of opinions or comments about the product.
Finn: Yes, and you can also use smartphones to scan the barcodes on the
product and compare prices that way.
Rob: So it seems browsing – that’s looking at things to buy – but not actually
purchasing something in store – is set to increase. Does this mean the
death of the high street, Finn?
Finn: I think it will have to adapt or make changes. It could try to compete on
price more or offer more incentives when you are in the shop.
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Rob: Incentives – these are things to encourage you to buy the product there
and then. Perhaps a discount voucher or a free gift?
Finn: And we mustn’t forget that buying in a shop means you can get expert
advice from the sales assistant and you can get good aftercare.
Rob: Well, I didn’t need expert advice buying my Christmas presents this year.
Finn: Oh, why was that?
Rob: Well, I bought gift vouchers for everyone! Now Finn, it’s time to see if you
belong to the nation with the biggest online shoppers. Earlier I asked you
if you knew which country has the most people who shop online - is it:
a) The United Kingdom
b) The USA
c) Korea
Finn: I said b) The USA.
Rob: A good guess but you were wrong. The answer is the UK. I don’t know if it
means we're the laziest people or just the best bargain hunters! Well,
that’s it for this programme. Please join us again for 6 Minute English from
BBC Learning English.
Both: Bye.
