Ch. 14 - Marketing Channels and Retailing

Apple Inc. has 486 apple branded retail chain stores in 19 countries, with 267 of them here in United States and about 7 of them in NYC. It also has the online store available in 39 countries. The level of service Apple stores offer are significantly high. Some of their signature services includes workshops where you can learn more about your iProducts and apple software applications also, they have Genius Bar where customers can receive technical advice or set up service and repair for their products. Apple retail stores are a very important part of Apple Inc. marketing strategy.

          Recently, I had a chance to visit one the flagship Apple store, the Fifth Avenue Store in NYC to receive help with some technical difficulties on my new iPhone 7 plus. One of the thing I like about the Fifth Avenue store is that it is open for 24 hours a day and 365 days of the year. The glass cube entrance with an Apple logo make it stand out in the lime light of 5^th Avenue. On asking about the all-glass staircase one of the Apple Store employee told me that they are not just any ordinary staircase, Apple has patented them and they could be found in many different Apple stores across the world. He told me that one the reason for the glass staircase was to attract customers to visit different floor in the stores. The Apple Fifth Avenue Store is Apple’s most architecturally innovative store, featuring a distinctive 32-foot glass cube designed by Bohlin Cywinski Jackson. They had a high amount of floor stock for all their products allowing customers to first-hand experience their new cell phone or laptop or tablet with the help of empathetic Apple employees. According to Apple, Apple stores aren’t like regular stores where you go in, buy the product and get out. They want the customers to stay, experience the product, ask question to their genius bar and get out with an iProducts and satisfaction. The stores are carefully designed to evoke the right “feeling” when you step inside. Warm lighting, monochromatic color schemes, and the layout of store features all appeal to the shopper’s senses, without feeling cold and impersonal.  

       Besides Apple retail stores, Apple Inc. also has an e-tailing websites apple.com. One can receive the same dynamic service through the comfort of his/her house. They offer one-to-one session via video calling with the genius bar. They also offer next-day delivery for most of their products in a bunch of locations including NYC. One can find answer to any questions regarding their iProducts on their website and can also chat with an Apple representative regarding his/her purchase. You can also register for a video-calling to help set-up your device once you buy it.