1. More configuration options in-store. Adding a larger HDD shouldn't result in the need for BTO.
2. A more clear layout. Since the stores change so much you often don't what area some accessories have be re-assigned
3. More personal interaction with customer. Unless I come into a store multiple times the employees don't know who I am nor my history. This info opt in or course.
4. More self service options with repair. If my Apple product is in the process of repair I should be able to login to a site and be updated on the process as it goes along. If I have to pick up the phone and call to find out the process has failed in many cases
5. Tiered pricing. Frequent shoppers should enjoy perks and other benefits for support Apple stores.
SO let's look at this - because I think you have some good ideas here.
1. More configuration options in store. So from a practical perspective, this would ostensibly require a large amount of product overhead at each store to cover the different sizes of HDDs for desktop and laptop, which becomes an inventory and space management logistics issue. Anytime you add custom configuration to a brick and mortar model you have to add in the logistical challenges that that option represents. Which means higher operating costs as well, since you have to stock enough HDDs to have inventory at all 358 stores world-wide.
2. More clear layout. I guess I'm confused by this one. It really doesn't get much clearer than it is - the Accessories areas are tucked in the back two sections in most Apple Stores. Compared to most other retail operations it doesn't get much simpler than that. The only issue is looking to see which side has which accessories - I do that by walking into the middle of the back section and looking at the products offered on either side - that pretty much tells me where things are.
3. More personal interaction. Like the idea, but I'm already satisifed that an Apple Specialist seems willing to take whatever time it takes to answer my questions or trade stories. I get the same treatment no matter what Apple Store I've gone into. Can you elaborate a bit on this?
4. More self-service options on repair. Checking status is fun, true. I on the other hand just want the darn thing fixed and I don't care where they are in the process, as long as the work gets done right. I get a quick phone call if there is a delay in getting a part, and when it's ready for pick-up. I frankly don't obsess about what they are doing moment by moment. Anymore than I obssess when my mechanic works on my car. I have an excellent mechanic and I leave him to do what he does best in the way he chooses to do it. Different strokes for different folks I guess!
5. Tiered pricing/frequent buyers advantage. Hmmm. Like the concept, but troubled by how you would determine who qualifies. I have bought a large number of Apple products over the years, but not all at once. Would you set-up a threshold number of each item, or aggregate items that would throw a little love at you, like a frequent flyer program - say a free iPod shuffle or something? Or 10% off your next purchase or something like that? And how would you determine what gives the most bang for the buck perk-wise with such a diverse customer population?
Like I said, on the face of it these all are good ideas, but the devil is in the details, cost, logistics, practicality and actual value. Now if the stores weren't doing so well, these ideas would be nice perks to generate more store traffic. But I don't know that I want MORE people crowding into a store that is already packed!
Damn popularity! Ohhh for the good old days when just a few of us were into Apple products and we could wander the Apple Stores unfettered by security and masses of other people admiring or trying out the products and getting in our way!
Methinks Mr. Johnson is not shy about taking most of the credit for the success of Apple retail.
..you may as well own to it.
You seem to have forgotten, or are unaware of the fact that Apple retail experience was undistinguished from everyone else when they first started with the stores.
That everyone from tech pundits to retail experts predicted this would be a massive failure and was a waste of time and resources for Apple.
That now the Apple retail program figures prominently in retail marketing textbooks and the subject of scrutiny in most post graduate retail/marketing business programs as exceptional and game-changing.
That Jobs brought Ron Johnson in because Jobs believed, as he has stated before about who he brings on the management team at Apple, that Johnson not only was excellent at retail but fell in love with Apple and it's products.
False humility stinks the same way that false bravado does. Johnson earned his plaudits for doing something everyone said would fail abysmally. So yeah he probably does deserve most of the credit.
2. More clear layout. I guess I'm confused by this one. It really doesn't get much clearer than it is - the Accessories areas are tucked in the back two sections in most Apple Stores. Compared to most other retail operations it doesn't get much simpler than that. The only issue is looking to see which side has which accessories - I do that by walking into the middle of the back section and looking at the products offered on either side - that pretty much tells me where things are.
QUOTE]
When I think of clear layout ... I've been to the store twice where we've walked out after picking up a product. Sometimes they set up a kiosk in the centre to stay in line to pay. Sometimes in the back at the 'Genius Bar'. Nothing says "Checkout Here".
When the store is busy and there's nothing resembling a pay line and everyone busy, it's quite frustrating.
When the store is busy and there's nothing resembling a pay line and everyone busy, it's quite frustrating.
2 Cents.
I agree with that. I always have to ask where I should go and pay. Some lines are for genius appointments only. Some floating Apple staff can cash you out. Some can't. So yeah, a bit confusing. Nevertheless, it takes mere seconds to ask and discover. Otherwise, great retail success story. Oh, one more mild complaint - many stores are so crowded from opening to close that they stink like a hockey bag. I guess that's the smell of money
Walk into an Apple store, any Apple store - and ask people if they are 'there for the experience' and 'willing to pay a premium' to be there.
What a bunch of complete bullshit. People go to an Apple store so they can actually hold the gadgets and inspect the merchandise before they decide to buy - just like before... as in the entire history of the world with everything ever!!!
This article sounds like a script out Spinal Tap - its so ludacris.
Apple did a nice job designing the stores, and they provided sales people who somewhat understand the product. That's it.
It's not the Louvre or MOMA - its a retail store. If people could get an iPad for $5 cheaper down the street at Bob's Gadget Shack...
Apple used to be a boutique, but now it's a clinic. Whenever I go into the Apple Store it feels like I'm joining Heaven's Gate, or entering one of those suicide booths in Futurama. But then again that goes for most modern retail stores these days. Please Apple more pirate flag and less Ikea. That being said, I'd rather have an annoying Apple Store than no Apple Store.
I agree, Apple stores do creep me out a bit. Especially the glass cube, I felt like I was entering some bizarre techno-church when I went there.
I think Ron Johnson was probably bored though - I mean, most of the big problems have already been solved, and while there's certainly room for improvement as others in the thread have mentioned, I imagine that Mr. Johnson sees a bigger challenge elsewhere. In 10 years, he has the potential to do a lot more for JC Penny than he could do for Apple. I think that he was right when he said that the product is irrelevant - good products help, but I think that it's very important that the stores themselves are so distinguished and far ahead of the market.
Hmmm..I see him as a better fit for Nordstroms than JC Penny. It just strikes me as the wrong culture for his strategy to work. The only worse place I can imagine is Macys.
Lord and Taylor might have been a good fit too. I get pretty decent service there. JCP, the employees strike me as underpaid and don't care about customer service at all.
Folks DO pay extra to shop Nordstroms and L&T. I guess I can see JCP moving up a notch to the Macys level. That wouldn't be too hard. I hate that Hechts got bought out.
Comments
Apple Store need
1. More configuration options in-store. Adding a larger HDD shouldn't result in the need for BTO.
2. A more clear layout. Since the stores change so much you often don't what area some accessories have be re-assigned
3. More personal interaction with customer. Unless I come into a store multiple times the employees don't know who I am nor my history. This info opt in or course.
4. More self service options with repair. If my Apple product is in the process of repair I should be able to login to a site and be updated on the process as it goes along. If I have to pick up the phone and call to find out the process has failed in many cases
5. Tiered pricing. Frequent shoppers should enjoy perks and other benefits for support Apple stores.
SO let's look at this - because I think you have some good ideas here.
1. More configuration options in store. So from a practical perspective, this would ostensibly require a large amount of product overhead at each store to cover the different sizes of HDDs for desktop and laptop, which becomes an inventory and space management logistics issue. Anytime you add custom configuration to a brick and mortar model you have to add in the logistical challenges that that option represents. Which means higher operating costs as well, since you have to stock enough HDDs to have inventory at all 358 stores world-wide.
2. More clear layout. I guess I'm confused by this one. It really doesn't get much clearer than it is - the Accessories areas are tucked in the back two sections in most Apple Stores. Compared to most other retail operations it doesn't get much simpler than that. The only issue is looking to see which side has which accessories - I do that by walking into the middle of the back section and looking at the products offered on either side - that pretty much tells me where things are.
3. More personal interaction. Like the idea, but I'm already satisifed that an Apple Specialist seems willing to take whatever time it takes to answer my questions or trade stories. I get the same treatment no matter what Apple Store I've gone into. Can you elaborate a bit on this?
4. More self-service options on repair. Checking status is fun, true. I on the other hand just want the darn thing fixed and I don't care where they are in the process, as long as the work gets done right. I get a quick phone call if there is a delay in getting a part, and when it's ready for pick-up. I frankly don't obsess about what they are doing moment by moment. Anymore than I obssess when my mechanic works on my car. I have an excellent mechanic and I leave him to do what he does best in the way he chooses to do it. Different strokes for different folks I guess!
5. Tiered pricing/frequent buyers advantage. Hmmm. Like the concept, but troubled by how you would determine who qualifies. I have bought a large number of Apple products over the years, but not all at once. Would you set-up a threshold number of each item, or aggregate items that would throw a little love at you, like a frequent flyer program - say a free iPod shuffle or something? Or 10% off your next purchase or something like that? And how would you determine what gives the most bang for the buck perk-wise with such a diverse customer population?
Like I said, on the face of it these all are good ideas, but the devil is in the details, cost, logistics, practicality and actual value. Now if the stores weren't doing so well, these ideas would be nice perks to generate more store traffic. But I don't know that I want MORE people crowding into a store that is already packed!
Damn popularity! Ohhh for the good old days when just a few of us were into Apple products and we could wander the Apple Stores unfettered by security and masses of other people admiring or trying out the products and getting in our way!
Amen, AppleBrother.
Methinks Mr. Johnson is not shy about taking most of the credit for the success of Apple retail.
..you may as well own to it.
You seem to have forgotten, or are unaware of the fact that Apple retail experience was undistinguished from everyone else when they first started with the stores.
That everyone from tech pundits to retail experts predicted this would be a massive failure and was a waste of time and resources for Apple.
That now the Apple retail program figures prominently in retail marketing textbooks and the subject of scrutiny in most post graduate retail/marketing business programs as exceptional and game-changing.
That Jobs brought Ron Johnson in because Jobs believed, as he has stated before about who he brings on the management team at Apple, that Johnson not only was excellent at retail but fell in love with Apple and it's products.
False humility stinks the same way that false bravado does. Johnson earned his plaudits for doing something everyone said would fail abysmally. So yeah he probably does deserve most of the credit.
2. More clear layout. I guess I'm confused by this one. It really doesn't get much clearer than it is - the Accessories areas are tucked in the back two sections in most Apple Stores. Compared to most other retail operations it doesn't get much simpler than that. The only issue is looking to see which side has which accessories - I do that by walking into the middle of the back section and looking at the products offered on either side - that pretty much tells me where things are.
QUOTE]
When I think of clear layout ... I've been to the store twice where we've walked out after picking up a product. Sometimes they set up a kiosk in the centre to stay in line to pay. Sometimes in the back at the 'Genius Bar'. Nothing says "Checkout Here".
When the store is busy and there's nothing resembling a pay line and everyone busy, it's quite frustrating.
2 Cents.
When the store is busy and there's nothing resembling a pay line and everyone busy, it's quite frustrating.
2 Cents.
I agree with that. I always have to ask where I should go and pay. Some lines are for genius appointments only. Some floating Apple staff can cash you out. Some can't. So yeah, a bit confusing. Nevertheless, it takes mere seconds to ask and discover. Otherwise, great retail success story. Oh, one more mild complaint - many stores are so crowded from opening to close that they stink like a hockey bag. I guess that's the smell of money
Walk into an Apple store, any Apple store - and ask people if they are 'there for the experience' and 'willing to pay a premium' to be there.
What a bunch of complete bullshit. People go to an Apple store so they can actually hold the gadgets and inspect the merchandise before they decide to buy - just like before... as in the entire history of the world with everything ever!!!
This article sounds like a script out Spinal Tap - its so ludacris.
Apple did a nice job designing the stores, and they provided sales people who somewhat understand the product. That's it.
It's not the Louvre or MOMA - its a retail store. If people could get an iPad for $5 cheaper down the street at Bob's Gadget Shack...
Apple used to be a boutique, but now it's a clinic. Whenever I go into the Apple Store it feels like I'm joining Heaven's Gate, or entering one of those suicide booths in Futurama. But then again that goes for most modern retail stores these days. Please Apple more pirate flag and less Ikea. That being said, I'd rather have an annoying Apple Store than no Apple Store.
I think Ron Johnson was probably bored though - I mean, most of the big problems have already been solved, and while there's certainly room for improvement as others in the thread have mentioned, I imagine that Mr. Johnson sees a bigger challenge elsewhere. In 10 years, he has the potential to do a lot more for JC Penny than he could do for Apple. I think that he was right when he said that the product is irrelevant - good products help, but I think that it's very important that the stores themselves are so distinguished and far ahead of the market.
Lord and Taylor might have been a good fit too. I get pretty decent service there. JCP, the employees strike me as underpaid and don't care about customer service at all.
Folks DO pay extra to shop Nordstroms and L&T. I guess I can see JCP moving up a notch to the Macys level. That wouldn't be too hard. I hate that Hechts got bought out.