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Apple: America's best retailer

Apple: America's best retailer. Group Members : Mark Cain Evan Kuenzli Chik M Tam, Tammy. Why have Retail Stores?. In 2000, t he company was increasingly dependent on mega retailers . Retailers have little incentive, never mind training , to position Apple's products as anything unique.

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Apple: America's best retailer

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  1. Apple:America's best retailer Group Members : Mark Cain Evan Kuenzli Chik M Tam, Tammy

  2. Why have Retail Stores? In 2000, the company was increasingly dependent on megaretailers. Retailers have little incentive, never mind training, to position Apple's products as anything unique.  This caused Apple to open up their own retail store, where they have creative control in selling and marketing of their products.

  3. Action taken Invite Mickey Drexler to join Apple's board. Hire Ron Johnson to run Apple’s retail. Design the store as if they were designing a product. Build a trial version of store or prototype. Apple Store Version 0.0 took shape in a warehouse near the Apple campus.

  4. How was the first store created? A product oriented version 0.0 store was designed, but they changed the idea of the store. They asked people about best service experiences they ever had. The store design changed from product oriented to only using a quarter of the space for product display. The rest was arranged around interests: photos, videos, kids, problems and the Genius Bar.

  5. Design of the Apple Store:Genius Bar Inspired by customer’s comments on the best service experience in a hotel’s concierge desk. Put a bar in stores. But instead of dispensing alcohol, it dispenses advice. Customer’s get tutorial and advice on products.

  6. Design of the Apple store (con’t) The interiors, a minimum of elements are used: glass, stainless steel, and wood. Newest stores are missing check out counters and instead use Easy Pay, a system developed by Apple to let salespeople wander the floor with wireless credit-card readers.

  7. Store on 5th Avenue Manhattan 32-foot glass cube that serves as the entrance 100 Macs and 200 iPods for customers to try the largest selection of iPod accessories of any store 45-foot combined Genius Bar, iPod Bar and Studio for technical support.

  8. How successful is the Store The Manhattan Store generates $4032 per square foot per year. Best Buy generates $930 per sq ft Tiffany generates $2666 per sq ft Average 50,000+ visitors per week

  9. References www.apple.com http://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402321/index.htm http://www.youtube.com/watch?v=hBnWF6vjCKA http://www.youtube.com/watch?v=9Os8AhvaUyU http://www.youtube.com/watch?v=3jGAO76G0dY http://www.betanews.com/article/Apples_5th_Avenue_Store_Opens_Friday/1147974923

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