Thursday, February 21, 2008

Marketing Musings: Apples 5-Star Retailing

Ron Johnson, the Senior VP of retail sales at Apple, recently talked to Associated Press about retail strategy. The strategy draws heavily from the workbook of luxury retail but also from other areas.

Key elements include the elimination of checkout stations which has created a less sales-oriented feeling (and counter-intuitively boosted sales), the introduction of the concierge service, and the store design, based on a library format, which aims to makes people feel like they belong.

“We try to pattern the feeling to a five-star hotel. It’s not about selling. It’s about creating a place where you belong.” — Ron Johnson

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