AGAINST ALL ODDS
The Wall Street Journal has an article titled "How Apple's Store Strategy Beat the Odds", by Nick Wingfield worth reading. It's a subject worth pondering, as Apple opens it's grandest store to date, number 147, on Fifth Avenue in New York, on May 19th at 6pm.
As the Journal explains:
"On Friday evening, five years after opening its first store, Apple will
unlock the doors to a subterranean store that sprawls beneath the plaza
in front of the General Motors Building, just across from Central Park.
In keeping with Mr. Jobs's penchant for eye-catching designs, all that
will be visible from the street is the entrance, surrounded by a
roughly three-story-high glass cube jutting from the ground,
reminiscent of I.M. Pei's glass pyramid at the entrance to the Louvre
museum in Paris."
"The store is located in one of the most highly trafficked tourist and
retail corridors in the world. If it is successful, it will enhance
Apple's visibility as the company attempts to grab a bigger slice of
the computer and electronics industries. Charlie Wolf, an analyst at
Needham & Co., says an Apple executive told him the store will be
open for business 24 hours a day, a first for the company."
Lines will likely start forming at the location, hours if not a day before the grand opening.
The question of course is how Steve Jobs did it. In an over-marketed, over-retailed world, how did he manage to succeed in retailing computers and music players when others failed. Again, the Journal notes:
"Apple's stores are an unlikely success story in an area littered with
failures -- and another vindication of Mr. Jobs's marketing savvy. In
April 2004, computer maker Gateway
Inc. shuttered a chain of 188 company-run retail stores after an
aggressive expansion, eliminating 2,500 retail jobs.
More recently,
hand-held device maker Palm Inc. has attempted to mimic Apple's success, opening its own gadget shops in airports and shopping malls."
And it's been financially successful too, something that gives comfort to Apple shareholders like yours truly:
"Revenue from the Apple stores was $2.35 billion in fiscal 2005, ended
Sept. 24, or 17% of Apple's total sales, up from $621 million in fiscal
2003. Apple says the stores have been profitable for several years,
providing $151 million in operating income in fiscal 2005..."
"The numbers have been
just astonishing in terms of the traditional retail numbers we look
at," Mr. Wolf says."
So what's the secret sauce of making this work? The Journal article takes a stab at some of the ingredients, including
1. Steve Jobs' personal attention to the stores and various design details.
2. Showcasing the products much better and prominently than other retailers handling Apple products.
3. Having successful, cool products like the iPod music players.
4. Offering on-going "how-to" instructional demos on Apple hardware and software, along with a "Genius Bar", where customers and potential customers can get their questions answered.
And they're all valid, and differentiating points that make the stores attractive to visit, shop, and window-shop in.
But I think there are also some additional, more subtle things that make the stores a little cooler than most others in retailing.
1. All the computers in the store are connected to the internet via broadband. This is a big deal, because it encourages folks to come in for reasons other than the products. It's almost like an Internet Cafe without the coffee. You can go in, check your email, check out some info online, and as you're passing through the aisles of cool products, check out some Apple products.
The connections are also important for another reason. It allows customers not just to try out the products themselves, but also look up information on the hardware and software online, both on Apple's website, and third-party reviews.
This is especially important when shopping for third-party software and computer accessories showcased in Apple's stores.
I've often taken a stack of software to a computer, and looked up the reviews online. This has often resulted in my NOT buying certain products, but it made me appreciate the fact that Apple empowered me to do my own research and make the decision. Which brings me to the next point.
2. Non-pushy salespeople. At a time when most computer stores have their salespeople hovering around you constantly when you're checking out a computer or consumer electronics item, asking if you're ready to buy, the Apple approach is a breath of fresh air. The Apple folks are there only if you need them. They're generally well--informed, and if they don't know the answer to a question, they'll generally point you to another colleague who may know the answer.
3. The Kid's corner. Every Apple store, large or small, has a little kid's corner, where computers are set up in a circle, loaded with tons of kid-friendly software, and kid-level seating is available. This is truly one of the only places in the computer retailing world, where you can take your little kids to check out the hardware and software, and make informed decisions about products they might like. At a time, when more and more mainstream customers have kids, Apple's struck on a brilliant way to get them into the stores.
4. A Club of like-minded folks. Going to an Apple store is almost like going to a club that caters to folks with a particular interest in common. If you're an avid Apple fan, it's like going to a place where you can potentially chat with other people who share your interest. If you're new to Apple products, you'll more and likely find another browsing customer volunteer advice and help on a given product or service. And a recommendation that doesn't come from a salesperson is always more credible, right?
These are some of the "little things" that strike me as unique differentiators that make Apple stores cooler than their competitors. If you have some other observations, do let me know.
In the meantime, see you soon at the New York "Cube" Apple Store.
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