The average shopper can't remember a time when fixed prices weren't the norm. After all, it's been well over a century since rounds of haggling was the way goods and services changed hands. Fixed prices were introduced in the early 1800s as an attractive new feature that could save consumers time, money, and emotional energy, and were a great benefit to merchants, too.
普通購(gòu)買者已經(jīng)想不起來(lái)從什么時(shí)候開(kāi)始固定價(jià)格就已經(jīng)不再是行規(guī)了。畢竟，貨物和服務(wù)交易討價(jià)還價(jià)是將近一個(gè)多世紀(jì)以前的事了。固定價(jià)格在19世紀(jì)早期引進(jìn)，作為節(jié)省顧客時(shí)間、金錢和情感能量的新興方式，同樣也給商人帶來(lái)了好處。

The benefits stuck, even in an era of e-commerce when consumers assume online stores offer lower prices without brick and mortar overhead and when comparison shopping is easier than ever.
這種好處依舊存在，哪怕是在這樣一個(gè)在線商務(wù)時(shí)代，消費(fèi)者認(rèn)為在線商店提供的價(jià)格更低廉，因?yàn)椴淮嬖谘b修店面的開(kāi)銷，而且比較購(gòu)物比以往更為便捷。

However, a new startup called PriceWaiter is bringing haggling back to e-commerce, and it's bringing a refreshingly human element to the online marketplace. The approach also highlights three behavioral economics concepts that play a big role in selling goods online:
然而，一家叫做PriceWaiter的新興公司把討價(jià)還價(jià)又帶回電子商務(wù)中，給在線商場(chǎng)帶來(lái)了新鮮人性化的元素。這一方式同樣強(qiáng)調(diào)了在在線商品銷售中起著重要作用的3個(gè)行為經(jīng)濟(jì)學(xué)的理念：

Personalization
個(gè)性化

PriceWaiter allows merchants to offer a personalized price in addition to their usual fixed price. Customers can add an item to their shopping cart, pay, and ship like normal. Or, if customers don't want to pay the fixed price, they can simply click the PriceWaiter button and make an offer. The merchant accepts, counteroffers, or rejects that offer, and then customers can complete the purchase in a few clicks straight from their email.
PriceWaiter允許商家在固定價(jià)格之外提供個(gè)性化的價(jià)格。消費(fèi)者可以正常將貨物添加到購(gòu)物車，付款，運(yùn)輸?；蛘撸绻M(fèi)者不想要支付固定價(jià)格，他們可以訪問(wèn)PriceWaiter下訂單。商家接受、還價(jià)或者是拒絕訂單，然后消費(fèi)者可以從郵件中通過(guò)幾步點(diǎn)擊成功購(gòu)買。

It's a shopping experience defined by the needs of the individual, a natural extension of increasingly personalized marketing campaigns tailored by online data collected by companies like Facebook and Google.
這是由個(gè)人需求決定的購(gòu)物體驗(yàn)，是像臉書和谷歌這樣的公司收集的數(shù)據(jù)定制的個(gè)性化的市場(chǎng)營(yíng)銷日益增長(zhǎng)的自然延伸。

Connection
聯(lián)系

Not only do merchants interact heavily with customers and their data leading up to the sale, they can now maintain that same level of connection during the sale. Co-founder Andrew Scarbrough explains, "It slows people down and makes them more engaged shoppers."
不僅僅商家和消費(fèi)者以及他們的導(dǎo)向銷售的數(shù)據(jù)緊密相關(guān)，他們現(xiàn)在可以在銷售中也保持同等的聯(lián)系。公司創(chuàng)始人安德烈?斯卡布勒說(shuō)：“這使得人們減慢速度，更多地參與到購(gòu)物中來(lái)?！?/div>

PriceWaiter engages shoppers by offering them a unique opportunity to set their price, as well as a higher degree of interaction with the brand, on-site. Best of all, that interaction is a true dialogue, rather than a unilateral arrangement.
PriceWaiter通過(guò)提供獨(dú)一無(wú)二的機(jī)會(huì)來(lái)現(xiàn)場(chǎng)決定價(jià)格，還有和品牌更高的互動(dòng)性，讓消費(fèi)者們參與進(jìn)來(lái)。最棒的是，這種互動(dòng)是真正的雙方對(duì)話，而不是單邊協(xié)議。

Humanization
人性化

In an age when brands increasingly view advertising as a conversation, PriceWaiter offers a way to humanize the actual purchase process as well.
在品牌逐漸把廣告看做溝通的時(shí)代，PriceWaiter做到把采購(gòu)過(guò)程也人性化了。

As fast and effortless as fixed prices are, they also remove the human element that is part of why haggling can be an exhilarating experience. Negotiating the price in, say, a traditional Turkish bazaar lets the seller express pride in the craftsmanship and quality of the goods he sells. It allows the buyer to express their needs and pain points. As efficient as fixed prices can be, they eliminate that process of communication. PriceWaiter has found a way to add it back into the shopping experience without sacrificing convenience.
固定價(jià)格快捷不費(fèi)勁，但它們同樣去除了人為因素。而這一因素是討價(jià)還價(jià)為何令人振奮的原因。討價(jià)還價(jià)在傳統(tǒng)的土耳其集市上讓賣家表明他們對(duì)自己銷售的產(chǎn)品工藝和質(zhì)量的自豪。它也能讓買家表達(dá)自己的需求和難處。盡管固定價(jià)格十分高效，但它們消除了交流的過(guò)程。PriceWaiter找到了把它加回購(gòu)物體驗(yàn)中而不會(huì)造成不便的方法。

That human element is crucial for building trust, which online retailers need to establish to get the customer to actually make a purchase. A 2003 study in Psychology & Marketing showed that trust-building was crucial for online retailers, especially those who were less-well-known and didn't have as much brand cache. Features that reduced risk and gave the customer a sense of control, such as security encryption or money-back guarantees were found to lower perceived risk and encourage the customer to go through with the purchase.
人為因素對(duì)建立信任十分重要。在線零售商需要建立信任讓消費(fèi)者真的決定購(gòu)買。2003一份心理學(xué)和營(yíng)銷學(xué)的研究表明，建立信任對(duì)在線零售商十分關(guān)鍵，尤其是那些不那么知名也沒(méi)有很多品牌庫(kù)存的商家。研究發(fā)現(xiàn)例如安全加密或者是退款保證能減少風(fēng)險(xiǎn)，給消費(fèi)者一種可掌控感受的特色能降低感知風(fēng)險(xiǎn)，鼓勵(lì)消費(fèi)者完成購(gòu)買。

Personalized pricing is a similarly risk-reducing feature, allowing the customer to use their knowledge from comparison shopping and their brand preferences in their favor. They aren't forced to make a decision from price alone, but can make an offer to their preferred retailer. The retailer in turn can decide if the discount is worth the extra business they may have missed out on if the customer had chosen to go to a different site, or pass on the purchase entirely.
個(gè)性化的標(biāo)價(jià)也是相似的低風(fēng)險(xiǎn)標(biāo)志，允許消費(fèi)者使用通過(guò)對(duì)比較購(gòu)物和個(gè)人偏好的品牌的認(rèn)知。他們不會(huì)被迫只靠?jī)r(jià)格就作出決定，而是能向他們喜歡的零售商討價(jià)還價(jià)。同樣，零售商能夠決定這樣的折扣是不是值得再做一筆生意。如果消費(fèi)者選擇了另一家網(wǎng)站或者完全放棄購(gòu)買，他們可能就錯(cuò)過(guò)了這筆生意。

Scarbrough explained that many PriceWaiter offers ask for just a 10 percent discount, something easy for most retailers to swallow, and that can add up for major savings for the consumer on big-ticket items like furniture.
斯卡布勒解釋說(shuō)，很多PriceWaiter的訂單只要求9折，這對(duì)大部分零售商都可以接受，消費(fèi)者也能在像家具這種大額物品上省下更多的費(fèi)用。

Even a small discount can build trust, loyalty, and increase a customer's probability of purchase, reducing their resistance and increasing consumer confidence.
哪怕很小的折扣也可以建立起信任、忠誠(chéng)以及增加消費(fèi)者購(gòu)買的可能性，減少他們的抗拒心理，增加信心。

Simply by humanizing the sale process to match native advertising campaigns and friendly social media engagement, retailers can increase profitable sales and satisfaction.
僅僅靠人性化銷售過(guò)程，與本地廣告營(yíng)銷和友善的社交媒體參與相匹配，零售商就可以增加銷售利潤(rùn)和滿意度。