Apple Stores

8/4/2019 Apple Stores

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Apple Stores

1. SHALABH AGRAWAL ( 10DM-143) 4. SHANTANU SHEKHAR ( 10DM- 145)

2. SARTHAK BUNDELA ( 10DM-139) 5. SAURABH BANSAL ( 10IB-052)

3. RAVI BHAMBHANI ( 10DM-123) 6. MANASVI SINGH ( 10DM-191)



Apple

In 2001

` Apple ² 3% (US), 5% (Worldwide)

` Innovation not a driving force

` Windows OS and intel processors

` Logistics, supply chain efficiencies, price ² Key competing parameters

Founded in 1976 by Steve Jobs and Steve Wozniak

In 1980 it became the market leader with morethan 15% market share

In 1985 Steve Hobs left to start NeXT software company

Steve Jobs returned in 1997 as an interim CEO and in

1998 introduced iMac

In 2001 Dell became the market leader with 14% marketshare



Existing Consumer Mindset

` Buy computer simply as a box

` No thoughts given to the needs

` ´Think Differentµ ² Not much successful

` Fixed Mindset ² New to PCs ² No desire to experiment

due to lack of familiarity

` (Undefined) Incompatibility ² a concern for customers



Need for Stores

` Tool to break through the fixed consumer mindset

` 40% of apple products sold directly through internet

` No Customer Involvement.

` Conventional retail environment tailored for Wintel

products.

` ´What the computer can do for youµ to ́ What you do

with the computerµ



How to ¶Shop Different·

` Group of 18 people who ¶Thought Different· gatheredfrom diverse backgrounds

` Asked to think of their best experiences as a costumer

` Service moved away from personal terms to operational

terms

` Credo ² Enriching people·s lives with innovative, easy-to-

use technology



Empowering Consumer

` Enriching people·s lives with innovative, easy-to-use

technology

` Computer connected to internet & installed with major

applications.

` Targeting not just the potential buyers, but existing users

of APPLE·s product.

` Enlightening customers about the possible use of other

digital devices with Mac.



Customer Relationship

Four factors which helped APPLE build & retain Customer

Relationship were:

Store EventsLocationEmployees



Store Floor Plan

� Place where customerscan ask questions, receiveservice and advice

� Black floor andwall, a speaker desk

on left and 10 footscreen� Projection systemfor presentations

Daisy shaped table with 5PC, on green circular carpet

2 stations set up for consumerexperimentations

Printers,scanners,tablets,cables,paper and ink



APPL E STORE

` Inviting Feel of the store is carefully planned to thesmallest detail.

` Attention to the customer·s line of sight is carried

through the whole space

` One thing completely obscured from view : the cashregisters.

` Create desire by enthralling experience of the products.

` 1st floor organized by the context in which people use

products, customers can envision using these products in

their own lives




APPL E STORE

` Apple encourages its customers to dream aboutpossibilities.

` Product packages are kept below eye level and relatively

few products are on display.

` Product-specific messages are placed and sized so thatyou notice them after you·ve already narrowed your focus

to a particular product.

` Genius Bar separated visually and physically from the rest

of the store, making it very clear where someone needsto go to get help.




Employees· A.P.P.L.E.

` APPLE also spells ́ steps of serviceµ for the salesperson.

` Approach customers with a personalized warm welcome

` P robe politely to understand all the customer's needs` P resent a solution for the customer to take home today

` Listen for and resolve any issues or concerns

` End with a fond farewell and an invitation to return.




Employees

` Manage efficient teams` Strict control over employees - punctuality

` Translate ¶Techno Jargons· to layman·s lingo

` Should keep the store in tip-top condition to enhance the

customer experience

` Lead an interactive environment to clarify people·s doubts

and increase awareness

`

Do not respond to customer rumors




Employees

` Should have deep insights about products to informcustomers about new technologies

` Understand customer·s requirements and give suggestions

enthusiastically

` Make customer·s aware about further possibilities withtheir Mac

` Try to break the fixed mindset of customers and making

them ¶Think Different·




Location

` Usually at very unique places.

` Situated on a street corner or in a shopping mall.

` One can easily walk in a store while performing his dailychores.

` Makes one very casual walking in a APPLE store.

` Increase the chances of visit by an potential buyer.

Store EventsL

ocation

Employees



Events

` Professionals were frequently invited or volunteered.` Showcasing creative use of Mac.

` User Group nights creating sense of community.

` Exclusive service for the User Groups.

` Helping visitors learn things which he/she is interested as

a person.




Marketing Potential

` Word of mouth spread of brand name ² Brand Recall` Costumer Awareness about product set

` Confidence building via presentations

` Customer loyalty build through better and personalized

service at store



Challenges Ahead

` Suggestion of more persuasive salesperson` Displaying flyers in the stores (eg. of the new iCloud)

` Optimum utilization of theatre room ² keeping it busy for

84 hours a week

` Standardization Vs Customization in the new stores w.r.t.

the expansion plan

` Should PC users and non-enthusiasts of Mac be employed

in Apple Stores

` Location of the new stores in more popular cities or not-

so-popular ones?



Recommendations

` Salesperson in the stores should be oriented towardscustomer experience or ¶ride· and not towards concluding asale

` Flyers can be displayed but proliferation of the same should beavoided

`

Special person can be employed for optimizing the utilizationof theatre room. It should be desirable that most of theentrants in the store should see the presentation

` Apple has a by far standardized brand appeal with regard to itsinnovative products and should be kept the same for stores

` Only the Mac and Apple enthusiasts should be employed assales person

` Focus on the more popular cities first and then movingtowards the not-so-popular ones

Apple Stores

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