王文文

今年3月，微信“掃碼購(gòu)”服務(wù)因其巧妙的零售創(chuàng)新設(shè)計(jì)而獲得iF設(shè)計(jì)獎(jiǎng)金獎(jiǎng)。這是第一個(gè)獲得iF服務(wù)設(shè)計(jì)類(lèi)金獎(jiǎng)的中國(guó)產(chǎn)品。德國(guó)iF設(shè)計(jì)獎(jiǎng)創(chuàng)立于1953年，它一直因其“獨(dú)立、嚴(yán)謹(jǐn)、可靠”的評(píng)獎(jiǎng)理念而聞名于世。

WeChat， one of the worlds most popular mobile apps and social networks， brought home iF Gold Award for its smart retail innovation， Scan & Go. It is the first ever Chinese product to win gold in the iF Service Design category.

Established in 1953， the German?based iF Design Award has always been known for its “Independent， Rigorous（嚴(yán)謹(jǐn)?shù)模?and Reliable” standards.

Scan & Go enables shoppers at retail stores to turn their mobile phone into a virtual checkout counter. When shopping， customers use their mobile phones to scan product barcodes（條形碼）， view product information， get discounts， complete self?checkout， and pay directly within the app via WeChat Pay. There is no queuing up at the cash register.

“This concept shows a customer?centric scan?and?go?solution for an optimized shopping and retail context. All parameters（決定因素） of the good user experience are met in this service design， including touchless access， efficiency or ease?of?use in scanning of market products and the final payment and checkout. This is a user?friendly design at its best，” says iF Gold Award in its Gold Statement to Scan & Go.

According to statistics， sales during peak hours in traditional supermarkets account for 60% of total turnover， and on average customers spend three to five minutes on queuing and payment during peak hours.

With Scan & Go， customers no longer have to queue， and the payment time is shortened to one minute.

In order to realize queue?less purchasing， the WeChat team greatly optimized retailers instore customer handling efficiency during peak hours， and enables overall management of the consumer traffic flow. By introducing dedicated lanes for Scan & Go， supermarkets have achieved over a five?fold increase in converting（轉(zhuǎn)變） digital members within two months.

In addition to improving retailers checkout efficiency and providing customers with a better shopping experience， Scan & Go also combines promotion and marketing modes through Mini Programs， to help increase sales. It helps retailers to link the online and offline aspects of their business， and has become the standard tool in China for merchants to realize digital transformation. Scan & Go is now widely used by retailers in China， including WalMart and

Carrefour.

Reading Check

1.What does the third paragraph mainly tell us？

A.The use of a virtual checkout counter. B.The convenience of Scan & Go.

C.Ways to get discounts from retailers. D.Methods of scanning product barcodes.

2.What can retailers do by combining promotion and marketing modes？

A.Sell more goods. B.Reduce the discounts.

C.Create more Mini Programs. D.Make their goods more standard.

Language Study

Ⅰ.Important vocabulary in the text

1.innovation n. 創(chuàng)新

2.cash register 收銀機(jī)

3.efficiency n. 效率

4.statistic n. 統(tǒng)計(jì)數(shù)據(jù)

5.dedicated adj. 專用的

6.transformation n. 轉(zhuǎn)變;變化

Ⅱ.Difficult sentence

When shopping， customers use their mobile phones to scan product barcodes， view product information， get discounts， complete self?checkout， and pay directly within the app via WeChat Pay.顧客在購(gòu)物的時(shí)候，可以用手機(jī)掃描商品的條形碼，查看商品信息，獲取折扣，完成自助結(jié)賬，而且可以通過(guò)微信支付直接付款。

【點(diǎn)石成金】本句中的When shopping是省略句，句子補(bǔ)全為When they are shopping。 由于主句的主語(yǔ)和從句的主語(yǔ)一致，而且從句中含有be動(dòng)詞，所以省略了從句的主語(yǔ)和be動(dòng)詞。句子的謂語(yǔ)是use，to scan、 view、 get、 complete和pay是動(dòng)詞不定式短語(yǔ)作目的狀語(yǔ)。