Questions 32-36
The answer is displays and products. The table asks specifically what questionnaires collect customer views on, and in the script it says: 'the questionnaire, which collects data from customers about their views on displays and products'. This means that questionnaires are used to obtain customers' opinions or perspectives regarding the arrangement and types of displays as well as the products themselves. Therefore, 'displays and products' is the most precise answer.
Associated Text:
the questionnaire, which collects data from customers about their views on displays and products.
The answer is physical movements/routes. The script describes how hidden CCTV cameras are used to observe and record shoppers' actions: 'These cameras watch shoppers move through the store and track their physical movements around the aisles, monitoring where they start, what they buy last, which displays attract their attention etc.' This shows that the primary information being tracked is the physical path or movements shoppers take in the store, making this the correct answer.
Associated Text:
These cameras watch shoppers move through the store and track their physical movements around the aisles, monitoring where they start, what they buy last, which displays attract their attention etc.
The answer is recorders/recorder. The script talks about new technology that tracks eye movements via a headband worn by volunteer shoppers: 'new technology for tracking customers now includes devices such as the eye-movement recorder. This is a device fixed to a headband worn by volunteer shoppers and tracks their eye movements as they walk through the store'. The term used for the device is 'recorder', so that is the correct answer.
Associated Text:
new technology for tracking customers now includes devices such as the eye-movement recorder. This is a device fixed to a headband worn by volunteer shoppers and tracks their eye movements as they walk through the store
The answer is best location/best position. The information required relates to what computer programs like SpacePlace provide for a product. The script mentions: 'This program, and others like it, allow retailers to identify the best location for various products in their stores based on data collected about purchases'. Thus, the key information given by the program is the 'best location' for a product.
Associated Text:
This program, and others like it, allow retailers to identify the best location for various products in their stores based on data collected about purchases.
The answer is profitable. The script further explains what suggestions the computer program makes: 'If a product is not selling as well as expected in its current location, SpacePlace can suggest the most profitable combination of an article and its position in the supermarket.' Thus, the combination is described as the 'most profitable'.
Associated Text:
If a product is not selling as well as expected in its current location, SpacePlace can suggest the most profitable combination of an article and its position in the supermarket.
Questions 37-40
Complete the sentences below.
Write NO MORE THAN THREE WORDS for each answer.
The answer is top left-hand corner/top left corner. The passage describes that products in the top left-hand corner at the beginning of aisles are ignored: 'you can see that the products located at the top left-hand corner at the beginning of aisles don't sell well. In tests, secret CCTV cameras filming shoppers moving around a store over a seven-day period show that they tend to walk straight past these areas and move straight to the centre of an aisle.' Therefore, this is the correct location that customers tend to ignore.
Associated Text:
you can see that the products located at the top left-hand corner at the beginning of aisles don't sell well. In tests, secret CCTV cameras filming shoppers moving around a store over a seven-day period show that they tend to walk straight past these areas and move straight to the centre of an aisle.
The answer is hotspots/hot spots. The script mentions: 'What's even more interesting for supermarkets is that products placed at the customer's eye level sell really well. Products here sell fast and so manufacturers are willing to pay a premium price to have their products displayed in these locations, which are known as 'hotspots'.' Thus, products placed at eye-level in these locations are in the 'hotspots'.
Associated Text:
Products here sell fast and so manufacturers are willing to pay a premium price to have their products displayed in these locations, which are known as 'hotspots'.
The answer is new products. The script makes it clear that new products and special offers are displayed at the ends of aisles: 'But actually, the prime positions in the store are at the ends of the aisles, called the gondola ends, and these are the areas that really attract customers' attention. New products are often placed here so they are noticed, and manufacturers are charged widely varying prices for this privileged spot. The end of the aisle is also used for promoting special offers, which are found waiting for us as we turn the corner of an aisle.' This confirms that both new products and special offers are displayed in these locations.
Associated Text:
New products are often placed here so they are noticed, and manufacturers are charged widely varying prices for this privileged spot. The end of the aisle is also used for promoting special offers, which are found waiting for us as we turn the corner of an aisle.
The answer is chocolates/chocolate. The script specifies: 'shelves at the checkout are popular with manufacturers of chocolates — the biggest 'impulse' food of all.' This makes it clear that chocolates are a primary item sold at checkout areas for impulse buying.
Associated Text:
And this is why the shelves at the checkout are popular with manufacturers of chocolates — the biggest 'impulse' food of all.
