Ch. 15 - Retailing

Apple retail stores are all owned and operated by Apple – they are chain stores. There are more than 300 worldwide, and 4 of them are located here in NYC. The stores offer an outstanding level of service, including free workshops, one to one membership service, and the genius bar. The Apple Store (Apple’s online store) is also very popular, as it is accessible worldwide and convenient. Online or by phone one can also customize Apple products. Apple retail stores can be classified as specialty stores. “Consumers usually consider price to be secondary in specialty outlets. Instead, the distinctive merchandise, the store’s physical appearance, and the caliber of the staff determine its popularity.” Apple stores are most certainly fine tuned to cater to the Apple consumer and to embody company brand image and ethos. The stores, I would say, also add to the feel of exclusivity.

The Apple stores’ motto is: “Come to shop. Return to learn.” I visited the Apple stores in SoHo and 5th Ave to see for myself.Similar to the marketing mix, there is a retailing mix – the 6 Ps: product, place promotion, presentation, and personnel.

In the store you can find ALL products Apple, including all iPod models (nano, touch, shuffle, etc.), iPhones, Macs (iMacs, Macbooks, Macbook Air), Apple TV, and of course the iPad 2, which they were completely sold out of. They also sell accessories, such as covers, headphones, laptop pouches, and complementary products such as printers and speakers. Not all accessories and complementary products are Apple brand. One can find Apple products in other retail stores, but Apple stores will be the only ones where one could find everything and anything Apple. Apple stores are well known, as they have even become tourist destinations here in NYC. All Apple stores in NYC are conveniently located, none being more than 3 blocks from a train stop and also in high traffic areas. The flagship store in 5th Ave is right by Central Park and open 24hrs, 365 days a year! It NEVER closes! Many tourists go to visit the store in particular, as it is definitely a destination store. The stores have a very welcoming atmosphere. The design of the stores is as sleek and sophisticated as the products are. At the 5th Ave store there must have been about 40plus employees there, one does not feel hovered over, but if you have any questions there is always an Apple specialist near by. The displays are sparsely laid out on big tables and very easy to interact with. All computers, phones, and pads are always on and have Internet connection, so you can fully experience the product. The sound in the store is soft; the music is soft rock and classics rock. There are no abrasive colors in the store and a lot bright and natural light. All employees wear blue shirts to be easily recognized. The personnel at the stores is very attentive and knowledgeable. They even offer free workshops and you can come to the genius bar where knowledgeable Apple employees will help you troubleshoot and with any problems or questions you might have.

Overall, Apple definitely offers a unique shopping experience. Actually when I bought my Mac about 1-2 years back, the staff was very helpful and attentive. I was not in school yet, but brought a friend who was to get the student discount they offer (at the time they were also offering a free iPod touch! :), they gave me no hassle over that. Also, because I wanted to upgrade the hard drive, I had to order online. Instead of sending me home to do it, they assisted me through the process in store. I was very happy with the service.