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http://www.insanely-great.com/news.php?id=872
Why We Buy Guy Takes on Apple Retail Stores
By Remy Davison, Insanely Great Mac
August 30th 2002
Retail expert gives Apple some free pointers on store refinement.
The author of Why We Buy, Paco Underhill, is the subject of an interview with
Businessweek, in which he discusses his Apple Retail Store experiences.
Underhill is a Mac user and devotee, being a member of the ''1984'' club (i.e., those
who bought the first Mac). A self-styled ''retail anthropologist'', Underhill decided
to put Apple Retail Stores to the test.
Underhill likes the stores, and says they''re places that Mac users can call home.
They serve their purpose; that is, to turn acolytes into Macolytes.
The author compares Apple with Gateway in that both companies have had a strong
internet presence, which wasn''t reflected in their physical presence on the street.
Underhill says that tech support is one area where the physical reality of the Apple
Retail Stores can help. He cites a problem he had with Airport, for which he couldn''t
find answers on the web. A quick visit to the Retail Store fixed the problem. This,
says Underhill, was "really wonderful."
He cites the satisfaction he felt in resolving a problem which had been causing him
great frustration.
Underhill names a few improvements Apple could make to the stores as well. One is that
flaws he spotted in early stores have remained in later openings. He even talked to a
manager about the problems. But six months later, he saw no changes. The kids'' area
and the stage set come in for some scrutiny, although Underhill praises the quality of
the employees'' training.
Analysis: Some reasonable points and some free advice. The fact that Underhill''s few
criticisms are relatively mild speaks volumes for the careful organization and design
of the Apple Retail Stores. Their real mission is to switch Wintelians and by year''s
end we''ll have a better idea of whether they''ve made inroads which justify the
considerable investment in the entire enterprise.
Post your comments at:
http://www.insanely-great.com/news.php?id=872
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