Apple Retail
(Retailing is the most important part of marketing because is where you get to see if your marketing mix is effective. Retailers can be broadly classified as independent retailers, chain store, and franchises. There are many different types of retail operations that go from department stores, specialty stores, supermarkets, drugstores, convenience stores, discounts stores, super-centers, warehouse membership stores, off/price retailers, factory outlets, and restaurants. The new age of technology has developed new ways to retail products such methods include automatic vending, direct retailing, telemarketing, and online retailing. A retail marketing mix that consists of 6 P's: product, place, promotion, price, presentation, and personnel has to be developed by retailers in order to achieve successful sales. In addition the location and atmosphere is crucial to the overall impression that the store gives to the customer. Layout, decor, surroundings, music, displays, employees, sounds, odors, and fixtures have to satisfy the needs and expectations the target market.)
The Apple store in Soho is located at one of the most prominent Lifestyle shopping centers in the city. Soho is a densely populated urban community in lower Manhattan, N.Y.C. Located on Prince street right around the corner from retailers like American Eagle, Levis, Prada, Guess, Banana Republic, H&M, Adidas, Hollister, Express, Forever 21, Kid Robot, Bape, Armani Exchange, and many many more you can conclude that the store is there for an obvious reason. The store is located on a 2 story building which seems to have been a post office; it has a very classic structure and fits right in with the surroundings.
The store in Soho is just one of the four Apple chain retail stores in the city; there are a total of 231 retail stores in the United States alone, and more than 300 world wide. The Apple stores have become famous for their grand openings which draw 1000s of people because of the a new product being released, free prices, or just for the fun of going to see "The new Apple store".
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Inside the Apple store in
Soho. |
The Soho retail store displays their products in large modern wood tables that give the customer a chance to get a feel of the product. There are alot of "blue shirt guys" ready to assist you and answer every question you have on any of their products. The items are displayed with an information card next to them that includes price, models, and any additional information on the product. In the second floor the Genius bar is there to help you with any software or hardware problems you may have.(For privateness reasons I was not allowed to take pictures of the 2nd floor of the store:) Apple uses the market basket analysis by positioning accessories right under the products as shown in the pictures above. In my opinion Apple has one of the best concepts of electronics retailing in the market, their stores are so nice , their team is highly trained, product assortment and location is awesome, and they give out free headphones if you ask nice enough and return your old ones.
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| Accessories |
Apple also retails online where their website is just as efficient as their retail stores. You can buy any item, Pay by credit card, and have it delivered straight to your door. The website is easy to use, I had just as good of an experience shopping online and going to the store. The website of the store in Soho is http://www.apple.com/retail/soho/ , There you start shopping now.
PICTURES I TOOK AT THE STORE.
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| iPod Touch |
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| iPod Nano |
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| iPad |
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| iPod Classic |
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| iPhone 4 |
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| Please swipe your card :) |
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