This post is in response to Guy Wasaki’s 10 Things You can Learn From the Apple Store.
It’s no surprise that the “Apple Store is the most profitable retailer in America.” Apple doesn’t market its product; it markets the experience of its product; and the Apple Store is a prime example. They’ve ridden the traditional setup of isles and checkouts and replaced it with an open space filled with company representatives whose goal is to answer questions, not to sell.
But why is this technique revolutionary? Because it’s psychologically enticing. One of the most exciting moments in my iPhone purchase was pulling off the top cover of that cleanly crafted box and seeing my product lying perfectly before me. And unlike most other products, I still have the box. From walking into the store to unboxing your product; Apple sells an experience that customers want to be a part of, The Apple Experience; products come second.
The whole idea revolves around brand value. Apple has developed a name for itself as a revolutionary, reshaping everything about technology retail from product innovation to marketing. And its sales approach combined with high end products have resulted in an almost unparalleled customer loyalty, allowing Apple to sell high priced products and still have customers leaving with more utility (value from the purchase) than its competitors.
Image: The Apple Store Pacific Centre – Image from cnd.iphoneincanada.ca (http://cdn.iphoneincanada.ca/wp-content/uploads/2009/09/photo_pacificcentre.jpg)