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Related ArticlesApple Store Wellington Green 2002
OPINION So, what does it mean?By Dave Game By now, if you haven’t heard, you’re either dead, dazed, or your e-mail isn’t working. Apple has finally opened its own corporate outpost in South Florida, in the form of the new Apple Store in the Falls. Of course, Gold Coast Mac was there and brought you the story both elsewhere in this newsletter and on the web, so it’s not my intent to talk about the nifty displays and software selection here. I’d like to take a moment of your busy day to share what the opening of the store means. First and foremost, it means one sure place to get a good software selection, informed advice on your machine problems, and a good selection of up-to-date Apple hardware. That means a lot, because as everyone knows, the retail support for Apple, except at a few committed retailers like MacCenter and Computer Village, has been abysmal. But if it’s difficult for you to get to the Falls, or you prefer to deal with one of our other great retail partners, you can still see a benefit. Apple is forcing everyone who sells Macintosh computers to raise the bar. A store like Apple’s new retail effort sets new standards, ones which may take a little work for some outlets to reach. The good ones will take it as a challenge, while the others, well, they will do what they can to get by, and hope for the best. For good retailers, it means making sure staff members are kept abreast of the latest Mac developments and understand how hardware and software works. Once people know what’s available at The Falls, they simply won’t accept salespeople who don’t know what an iPod is, or who don’t know how to set up an ad-hoc wireless network with Airport. It will also mean some serious thought to what retailers keep in stock. The Big-Box superstores have been an embarrassment in this department, by keeping out of date, overpriced leftovers on the shelf in place of Apple’s newest offerings, many which are simply not available for purchase on the spot. When you see a first generation iBook and one of the 2001 versions side by side, on the shelf, for the same price, what message does that send? If retailers don’t get that message, they’ll lose customers, because since most Apple hardware is not discounted, purchasing from a store with outdated, limited selection doesn’t make sense when the latest machines are available for instant purchase at the Apple Store. Some retailers get this, but those who don’t will have a tough time keeping any but the most uninformed customers, and as User Groups, it’s our goal to make sure they’re informed. Finally, it means that retailers will need to take a cold, hard look at the software they keep on hand. Even the better retailers can use some help in this area. It’s tough to keep a lot of inventory, and retailers will say “They’ll just buy it mail order anyway.” However, when Apple lets you come in, purchase equipment which is in stock, and walk out the door with exactly the software you want from the nearly 600 titles on hand, that’s a powerful lure. Everyone says they’ll special order anything you want, but Apple says we’ll get it for you today, sir, and can we carry it all to your car? So that said, you might ask, “Is Apple being unfair to non-Apple retailers, and what will happen to them?” That’s a valid question. On the issue of fairness, Apple Stores get their computers at the same approximate cost larger retailers pay. Apple has set them up to play on a level playing field on that basis, so they’re apparently not getting an unfair price break intended to undercut your local store. However, where Apple is changing the game is in training of staff, quality of inventory, and customer service. That commitment does give Apple an advantage, but not an unfair one. Apple will train their retailers’ people as well, for free, and is hoping they will emulate the Apple Store method of well displayed products, solid advice, and hands on experience with demo machines which actually work. You see, the store opened at The Falls is number 16 out of an estimated 100. That’s a handful of stores to serve a lot of Mac owners and potential converts. Apple needs local retailers to continue to support and sell the Macintosh, but to be blunt, these stores are a sharp poke about how to do it better. Apple’s retail managers tell me their goal is to move Apple from the 5% share of the computer market it now has, and it can’t do it alone. These stores sell Macintoshes, but their primary mission is to sell Macintosh…to move people over from “the dark side.” Whether they buy a computer from the Apple Store, Computer Village, the MacCenter, or CompUSA, Apple wins. They want to raise Mac Awareness, and that can only benefit anyone who sells a Mac. That’s the game plan. Those who follow it can be winners. Those who don’t can be history. The challenge has been made! This column is the opinion of the writer and does not necessarily reflect the opinions of the directors or membership of Gold Coast Mac. |
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