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Passage 31
High street shops use a variety of means to attract shoppers, such as striking window displays, huge red “Sale” signs and special promotions. Online retailers also _1_ similar techniques to tempt people to their websites and to make a purchase. “In the Internet _2_ years, online retailers competed on price, but today you just pay the same price online as offline. Any difference is made up by the delivery charge, says Gavin George, a partner at Itim Group, a consultancy.
Today’s online retailers are using e-mail marketing, personalized technology, smart search engines and _3_ in an effort to increase traffic and sales. Some online retailers are using _4_ e-mail services to encourage customers to visit their sites. The travel and leisure retailer Lastminute, for example, sends more than 2 million emails to customers every week. The content of the email is _5_ to fit the recipient’s age, lifestyle and other factors.
Carl Lyons, head of marketing at Lastminute.com UK, says:“E-mail is a different medium with its own culture, so you have to know how to use it _6_ if it’s going to be effective. What you’re trying to do is to _7_ lookers into bookers.”
MyPoints is an _8_ scheme for online shoppers, which gives them points for reading e-mails,visiting sites and making purchases. The acquired points can be _9_ for a variety of goods and services. In the US, there are more than 10 million MyPoints registered users. The service is free to join and subscribers complete an online _10_ that produces 400 data points about them.
A) incentive B) tailored C) diplomatic D) profile
E) properly F) embarked G) boom H) targeted
I) indicative J) deploy K) recommendation L) convert
M) multimedia N) invariably O) redeemed
