经济学人103:会员卡和保险 积少成多

 　　Business Loyalty¹ cards and insurance Every little helps

　　商业 会员卡和保险 积少成多

　　As it pushes into finance, Tesco's Clubcard gives it a competitive edge

　　乐购进军金融界，其会员卡为之奠定优势

　　SOME young drivers get tanked up and wrap their cars round lampposts; others drive carefully, and sober.

　　一些年轻的司机给车加满油，不开而是停在路灯边上；也有一些谨慎上路，不过时刻清醒绝不酒驾。

　　Insurers would love to collect more background information on the personal habits of those buying motor, household and life policies, but do not want to put off potential customers with intrusive² questionnaires.

　　之于购置汽车，家居用品和人寿保险的消费者，保险商更乐意于收集他们的个人喜好，而不是用无礼的问卷赶走潜在客户。

　　So they end up pooling groups of people by such basic factors as age, occupation and postcode, which means that some low-risk customers are lumped in with risky³ ones and subsidise their cover.

　　因此他们趋向于将收集的信息划成年龄，职业，地域邮编等分类，也就是说把不乐意冒风险的和有冒险意识的客户放在一起考虑，用后者的投资弥补前者的保险金。

　　If only insurers could stealthily gather a few titbits about their potential policyholders' consumption habits.

　　若保险公司真能暗地里收集到些许潜在投保人的消费喜好也不是坏事。

　　Such hints might help them more accurately⁵ target those customers least likely to make claims, and attract them with better rates.

　　这些线索能帮他们更准确的找出不愿投保的人，并以优惠的利率将其吸引过来。

　　As it happens, Tesco routinely collects such information from holders⁴ of its Clubcard loyalty card.

　　碰巧乐购长期以来也正用会员忠诚卡收集客户的信息。

　　As it bulks up in financial services, that may give Britain's largest supermarket chain an edge over traditional insurers.

　　乐购在金融服务业正日益壮大，相较于传统保险公司，这种忠诚卡将会使这个英国最大的超市产业链在信息收集上更具优势。

　　To give an obvious example, it would be worth offering pet insurance to someone who has started buying kitty-litter.

　　举个典型的例子，向开始买猫砂的人推销宠物保险是值得一试的；

　　Buying lots of booze does not make you a drunk-driver, but someone who buys little or none seems less likely to be one.

　　疯狂买酒的人不一定会酒驾（车祸保险），但几乎不买酒的人可能性更小；

　　Buyers of window locks are likely to be more security-conscious, and so on.

　　买窗锁的人极有可能安全意识较强，等等。

　　Tesco declined to discuss how it uses Clubcard data for this article.

　　乐购拒绝在如何利用会员卡收集信息方面谈得过多。

　　But a group of students at the London School of Economics carried out a class project in which they made several applications for Tesco car insurance.

　　但伦敦经济学院的一组学生对此做了课题并投保了乐购车险。

　　When they gave the number of an unused Clubcard it earned a 1% discount.

　　当他们报出一张已经闲置不用的卡号时，只得到1%的折扣；

　　When they gave the same personal details but quoted the numbers of heavily used Clubcards, the discounts varied⁶ greatly, reaching 18%.

　　而当他们用同样的身份信息加上频繁一个使用的卡号时，折扣大的多，将近有18%。

　　To paraphrase⁷ Tesco's slogan, it seems that every little scrap⁸ of information helps.

　　借用乐购的标语，似乎正是涓流成河，积少成多。

1 loyalty   

n.忠诚，忠心

参考例句：

• She told him the truth from a sense of loyalty.她告诉他真相是出于忠诚。
• His loyalty to his friends was never in doubt.他对朋友的一片忠心从来没受到怀疑。

2 intrusive   

adj.打搅的；侵扰的

参考例句：

• The cameras were not an intrusive presence.那些摄像机的存在并不令人反感。
• Staffs are courteous but never intrusive.员工谦恭有礼却从不让人感到唐突。

3 risky   

adj.有风险的，冒险的

参考例句：

• It may be risky but we will chance it anyhow.这可能有危险，但我们无论如何要冒一冒险。
• He is well aware how risky this investment is.他心里对这项投资的风险十分清楚。

4 holders   

支持物( holder的名词复数 )； 持有者； （支票等）持有人； 支托（或握持）…之物

参考例句：

• Slaves were mercilessly ground down by slave holders. 奴隶受奴隶主的残酷压迫。
• It is recognition of compassion's part that leads the up-holders of capital punishment to accuse the abolitionists of sentimentality in being more sorry for the murderer than for his victim. 正是对怜悯的作用有了认识，才使得死刑的提倡者指控主张废除死刑的人感情用事，同情谋杀犯胜过同情受害者。

5 accurately   

adv.准确地，精确地

参考例句：

• It is hard to hit the ball accurately.准确地击中球很难。
• Now scientists can forecast the weather accurately.现在科学家们能准确地预报天气。

6 varied   

adj.多样的，多变化的

参考例句：

• The forms of art are many and varied.艺术的形式是多种多样的。
• The hotel has a varied programme of nightly entertainment.宾馆有各种晚间娱乐活动。

7 paraphrase   

vt.将…释义，改写；n.释义，意义

参考例句：

• You may read the prose paraphrase of this poem.你可以看一下这首诗的散文释义。
• Paraphrase the following sentences or parts of sentences using your own words.用你自己的话解释下面的句子或句子的一部分。

8 scrap   

n.碎片；废料；v.废弃，报废

参考例句：

• A man comes round regularly collecting scrap.有个男人定时来收废品。
• Sell that car for scrap.把那辆汽车当残品卖了吧。