Moving product and improving experience: Apple retail
December 8, 2005 - ח' כסלו תשס"ו by admin
I go to my local Apple Store to buy my wife a new Black iPod.The store is packed with Holiday shoppers and I think to myself: “Why didn’t you just order it online?”. Answer: “I need to give it to her tomorrow.”
I’m about to resign myself to the fact that I will be in the store for 30 minutes. Just then, I see a huge sign inviting me to join the “iPod Express” line.
Three simple steps:
- I choose the model I want
- the salesperson scans the product barcode and my credit card on a wireless reader
- she captures my email address using the same wireless device
I’m done in 30 seconds!
My receipt is waiting for me in my email inbox, Apple has captured some vital transactional (and behavioral) info about me and added it my profile and my wife wouldn’t know that I got her anniversary gift at the last second.
Another satisfied customer who will be coming back for more.
Seamless, efficient, flawless execution with branding, technology and process magically integrated – guaranteeing my exceptional experience. It also ensures that Apple continues to sells millions of iPods this Holiday season. The result? Apple stock closed at $74.08 today, at a 52-week high, double what it was a year ago and SEVEN times higher than it was 2 years ago. (Why didn’t I buy the stock two years ago! – hindsight is 20-20 vision).
The moral of the story: Exceptional Experience = stockholder value
