Ch. 14 - Marketing Channels and Retailing

The Apple Store - Retailing 

Throughout the years Apple has opened many " Apple Stores " making their retail side bigger and bigger. As of summer 2013 there are 415 retail store in 13 countries, 253 of them are in the United States then the rest are in Canada, Australia, France, Italy, Gemany, Spain, China, Japan and a few other countries. If there is an Apple Store it means that their customers percentage is big in those countries. In 2011 they had a global sale total of $16 Billion dollars leading the retail market that year.

Many Apple Stores are found inside shopping mall but the ones in New York City as mainly stand alone stores. I've visited their stores a couple of times, specially the beautiful and very good located Fifth Avenue store around 59th Street. The very moment you walk by this store you want to go inside. Its architecture catches the eyes of locals and tourists. When you come in the store you feel as you are in a very high end retail store, though many of their stores are very nice and they all have almost the same designs, this one in particular is different, I think the fact that is on Fifth Avenue has to do with it. It has glass stairs and elevator, while you are entering the store you can see all of their products and have an image of the whole store.

As soon as you come in there are a few " Specialists " greeting and asking if they can help you with anything or directing you towards any product or services you want. Their employee are easy to identify for they wear a bright solid colored shirt with their logo in white so the annoying  " do you work here ? " question is out of the picture. Their store is very well organized by having tables with many of the same product in order for customers to be able to experience the product, there are no

"dummy " versions of their products, which leads to more purchases being that this shows that they are very confident of their product.

When you buy any of their products there is a table for set ups, one of their specialist is available to help you to start up your new gadget. Apple retail stores also offer one on one or groups introductions, giving you all the information you need to start using their unique products.

Purchased an Apple product online or at a store? your experience doesn't stop there. Apple has a great customer service area for technical support at their retail store: the Genius Bar. You can walk in and bring your questions, technical and physical problems with you Apple product and they will have a solution, even though sometimes it means paying more money. The Fifth Avenue store in particular is very busy and for a better customer service they offer Genius Bar appointments and when you walk in at the time of your appointment you just have to check in with a specialist or even on your own phone with their own App.

Even thought their products can be expensive it doesn't stop thousands of people from purchasing them daily.