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In future customers will want “omnichannel” retail that combines online and physical shopping, says Mark Shmulik of Bernstein, a broker.
伯恩斯坦公司的經紀人Mark Shmulik說，在未來，顧客會想要將線上和線下購物結合起來的“全渠道”零售。
As for Amazon’s move into department stores, he has one question: “What took them so long?”
至于亞馬遜進軍百貨商店，他問了一個問題：“他們怎么花了這么長時間？”
The firm’s motive is also defensive.
該公司的動機也是防御性的。
Walmart has made omnichannel work well during the pandemic by melding its formidable physical network with its website and offering a same-day “click-and-collect” service.
在疫情期間，沃爾瑪通過將其強大的實體網絡與網站相結合，并提供當日“點擊取貨”服務，使全渠道零售運作良好。
Getting more physical may not be easy.
實體化發展可能并不容易。
Amazon’s bricks-and-mortar performance has been ho-hum.
亞馬遜實體店一直表現不佳。
Whereas most other big American grocers’ sales have doubled or even tripled in the pandemic, those of Whole Foods have barely budged, notes Sucharita Kodali of Forrester, a research firm.
弗雷斯特研究公司的蘇查里塔·科達利指出，在疫情期間，大多數其他美國大型食品雜貨商的銷售額都翻了一番甚至是原來的三倍，而全食超市的銷售額幾乎沒有變化。
Amazon’s total physical-store revenues last year were 6% lower than in 2018.
亞馬遜去年的實體店總收入比2018年下降了6%。
Making Amazonmarts appeal to shoppers may be harder than Amazon anticipates.
使亞馬遜超市吸引到顧客可能比亞馬遜預期的要難。
It reportedly wants them to sell its cheap private-label garments and gadgets, which is at odds with its aspirations for the stores to offer high-end fashion, where it has struggled online.
據說，該公司希望這些商店銷售其廉價的自有品牌服裝和小配件，這與它希望商店提供高端時尚的愿景不一致，它的線上業務一直在這方面掙扎。
It is unclear if the outlets will mimic existing examples of the department-store canon, as Amazon Fresh shops resemble conventional grocers, or if Amazon plans to shake things up.
目前還不清楚這些商店是否會效仿現有的百貨商店模式，就像亞馬遜生鮮店一樣，或者亞馬遜是否打算改變現狀。
Another question is how the move will affect returns for shareholders.
另一個問題是，此舉將如何影響股東的回報。
Amazon should be able to rent or buy locations cheaply — bankruptcies have left many department-store properties up for grabs.
亞馬遜應該能夠以較低的價格租賃或購買店面——破產使得許多百貨商店的資產現可供競購。
Yet investors may be disappointed that Amazon will devote ever more resources to retail.
然而，投資者可能會對亞馬遜將投入更多資源于零售業務感到失望。
Many prefer its faster-growing, vastly more profitable and techier businesses: digital ads and cloud computing.
許多人更喜歡其增長更快、利潤更豐厚、技術含量更高的業務：數字廣告和云計算。
“Why tackle a dying industry?” asks Ms Kodali, suggesting that Amazon could have another crack at making smartphones.
科達利問道，“為什么要去對付一個垂死的行業呢？”，這表明亞馬遜可能會再次嘗試生產智能手機。
Amazon’s share price is down by 8% since its latest results.
自最新財報公布以來，亞馬遜股價下跌了8%。
As well as posting slower online sales for the second quarter it forecast slowing total sales in the next.
在公布第二季度線上銷售放緩的同時，該公司預計下一季度總銷售額也將放緩。
It also warned that costs will rise sharply in the future as it ramps up investing.
該公司還警告稱，隨著其投資力度加大，未來成本將大幅上升。
Physical retail would claim some of the dosh.
實體零售業將分得其中的一部分資金。
The irony would not be lost on Sears and other defunct department stores.
西爾斯和其他倒閉的百貨公司也注意到了這一具有諷刺意味的事實。
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