Post on 07-Apr-2018
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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)
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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
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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
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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
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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
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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.
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Customer Relationship
Four factors which helped APPLE build & retain Customer
Relationship were:
Store EventsLocationEmployees
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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
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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
Store EventsLocationEmployees
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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.
Store EventsLocationEmployees
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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.
Store EventsLocationEmployees
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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
Store EventsLocationEmployees
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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·
Store EventsLocationEmployees
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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
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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.
Store EventsLocationEmployees
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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
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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?
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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
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