As the former vice president of retail at Apple, Ron Johnson partnered with Steve Jobs to plan the first Apple store. Now the CEO of J.C. Penney, Johnson reveals why Apple stores work.
Writing about his efforts in fashioning the Apple store in a Harvard Business Review guest post, Johnson explained that a store has to do more than just offer products for sale. It has to create an experience--something that turns it into more than just a store.
"Any store has to provide products people want to buy," Johnson wrote. "That's a given. But if Apple products were the key to the stores' success, how do you explain the fact that people flock to the stores to buy Apple products at full price, when Wal-Mart, Best-Buy, and Target carry most of them, often discounted in various ways, and Amazon carries them all--and doesn't charge sales tax!"
The secret?
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