A Apple opened its first retail stores in 2001, beginning a global expansion that resulted in the opening of hundreds of establishments around the world. Many of these places stand out for being sophisticated, with unique architecture and peculiar locations.
However, the brand innovated in every way, launching an environment with completely different products that break paradigms previously used by major global computing and electronics brands.
In the United States, the “apple store” decided to install a smartphone demonstration point in the heart of Central Station, a place where 125 thousand people pass through each day. It is located on one of the platforms, completely open, without windows, walls or any feature that resembles the conventional pattern of a sales environment.
This strategic location facilitates access for train users, who can explore the products between boardings. Furthermore, Apple’s new environment is positioned on a type of mezzanine, where it offers free Wi-Fi internet access.
“Consumers are used to buying online and often do not know or feel the product before purchasing. The brand’s new proposal is to invite consumers to try the products, get to know them up close, touch them and feel their quality. There is no purchase option there, and to do so you need to access virtual sales channels”, shares Miriã Plens, CMO of the IRRAH Group, who recently visited the Apple store in New York Central Station.
According to João Ricardo, CEO of All Hands Educação, a partner of the IRRAH group, keeping a store open in the heart of New York highlights one of Apple’s fundamental values: accessibility. While some competitors wait for consumers to arrive, the brand chooses to meet its customers, positioning itself where they are most conveniently.
“Being closer to the public is an inclusive approach: the store receives visitors from all social categories, without distinction of access”, he adds.
The brand understood the market’s message: “we are willing to pay more for positive experiences”. The numbers confirm this: a survey conducted by 121 Labs shows that 75% of consumers are willing to pay up to 10% more for a positive customer experience. The survey also showed that 51.2% of consumers would not mind paying more for a product, as long as they had a better shopping experience with the brand.
“Often, the public’s demands regarding the shopping experience are underestimated. In fact, they have expectations as high as class A consumers. Apple understands this dynamic and uses sensory elements in a subtle way to delight all customers, regardless of social class, creating true fans of the brand”, highlights Miriã.
Elasticity is also an adjective applicable to the apple store. The brand inserted a luxurious break in the middle of people’s daily lives, an experience as meaningful as that of someone who visits one of the 487 stores around the world or enters its most famous store located on 5th Avenue.
Founded by Steve Jobs in April 1976, Apple’s movement continues to move under the influence of its master. Jobs, known for his emblematic phrases, “If you have done something that you believe is very good, spend your time on it and do something even more splendid. For the future, all we have to do is discover what the next wonder is”, he left a legacy that resonates as a philosophy and mantra in every aspect of the brand.
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