An observation on readers being sold - or not

[mcrmama]

Interesting, I didn't know Apple had real live stores, I've never seen one. The only stores that I have seen electronics are department stores like Walmart, Zellers, London Drugs, etc. We don't have any of the other stores like Best Buy and Apple here. As a result all the electronics are treated the same, with the same service.

[faithbw]

Originally Posted by mcrmama

Interesting, I didn't know Apple had real live stores, I've never seen one. The only stores that I have seen electronics are department stores like Walmart, Zellers, London Drugs, etc. We don't have any of the other stores like Best Buy and Apple here. As a result all the electronics are treated the same, with the same service.

If you ever get a chance, you should go to one sometime. I brought my first iPod from an Apple store and the customer service was wonderful. There were tons of working devices so you could get a real feel for how they worked. The staff was very helpful and eager to help. Plus, the design of the store was great too.

[captkjaneway]

I've sort of touched on this on the Xoom vs IPad thread, but for me Apple certainly are very good at selling an image/projecting a level of prestige which other electronic retailers are not so good at. The fact they have their own stores certainly adds to this, plus the real hands on experience is also a benefit - just look at the number of sweaty palmed nerds all waiting to have a go.

Apple continue this trend even when they are within larger stores, certainly here in Hong Kong, and Fortress, 3, PCCW and Smartone all have dedicated Apple areas which echo the glitzy layout and hands-on experience of Apple stores.

And as I stated on the other thread, the majority of 'consumers' are seeking to experience the glamour/social acceptance of owning an Apple product due to the perception of the image and really couldn't care less if there were better products about if only they researched. In East London we have a saying that in my opinion suits Apple, 'all fur coat and no knickers', in other words looks expensive and classy, but underneath isn't all that. ;-)

[GreenMonkey]

To address the first post...how many people were actually reading on the ipads? I'd bet they were fiddling with apps, internet, video, or playing games.

Anecdotal evidence means nothing. I can say how many people I see around the Nook counter at B&N, and how it is always staffed with people...but it doesn't mean a whole lot.

[GeoffC]

Originally Posted by GreenMonkey

To address the first post...how many people were actually reading on the ipads? I'd bet they were fiddling with apps, internet, video, or playing games.

Anecdotal evidence means nothing. I can say how many people I see around the Nook counter at B&N, and how it is always staffed with people...but it doesn't mean a whole lot.

I suspect none, you are right.

But as others have mentioned which experience in a shop makes you want to spend your hard earned cash .... Whatever Apple are doing they are better at the customer service (sales) than the others were on the occasions I have been in and around these stores.

[Steven Lyle Jordan]

Originally Posted by GeoffC

But as others have mentioned which experience in a shop makes you want to spend your hard earned cash .... Whatever Apple are doing they are better at the customer service (sales) than the others were on the occasions I have been in and around these stores.

I'll grant you that. Apple runs its stores like boutiques, not like typical product stores. In contrast, I've been to Sony stores that seem more like typical stores... some models on display, some not, limited hands-on opportunities, boxes on shelves, and minimally-helpful salespeople. And I've been to Bose stores that are more like Apple stores, boutiques with lots of helpful staff.

It makes a difference in selling, especially with products that have their own prestige (or want you to think they do); products (and consumers) seem more "special" when given the red-carpet treatment, and consumers are more likely to buy. This seems to work on almost any product type.

[mr ploppy]

My local Tesco has moved all its empty Kindle boxes to the book section (they used to be in the computer section). I stood there stealing magazines by reading them in the shop for about an hour and nobody took any notice of them. The bland looking box doesn't really work in offline locations.

[Ferenczy]

...when the Apple stores start putting in magazine racks, book shelves, a kids section/play area, a lounge area (chairs/sofas) and a coffee shop for some refreshing beverages and snacks - then and only then will they be comparable to B&N or Borders etc. When Apple stores can sell me a bag of chips, motor oil, 10 pound test fishing line and samples of hand lotion - then and only then will they be comparable to Wal-Mart or Target. When Apple stores can sell me a new filter for my vacuum cleaner, blu-ray DVDs, - you get the idea.

The deal here is Apple stores were built to sell Apple's limited line of over-priced albeit quality items. The staff there is made up of qualified technicians as deemed by Apple and are all about service to their products. All the other retailers mentioned are staffed by people that are not hired for their expertise in pork rinds or motor oil or even Men's Fitness magazine. Probably one of the many reasons why my Kindle was $139 and an iPad is $499 - J/S

[DixieGal]

I love Best Buy. Especially after dark. The lighting is low, everything is so clean that it gleams, and everywhere you look is something doing something fascinating. OK, so im a Geek Squad groupie. But our Hoover store also happens to be filled with some sexy cute young people with a passion for what they do. Even the pretty girls running the cash registers have movie star smiles.

Roving gangs of smiling Geeks constantly want to help customers. A few nights ago, i had decided pretty much what i wanted in a new camera. I was shown a big selection in a variety of colors and features, and we even tried them out. I think i want the wifi one, but i have to make sure it has the face-lock-onto feature and image stabilization that we need because Tim has shaky hands.

The various readers are displayed all over the store. Right now, Nook Colors are just inside the doors. They keep Apple things in their own mini shop, but Apple TVs are everywhere. I want the giant one sooooo badly! The other evening, i lost Tim. Whenever he goes more than a few feet away, i can no longer see him. So i stationed myself in front of that giant Apple TV and watched a couple of BBC short documentaries on animals.

In that store, i have never found a display that was not working, except for the Guitar Hero displays that seem to take a lot of abuse. And i think it is the dads who break them, not the kids.

Geoff, you need to come for a visit. We could go commune with the Geek Squad and show you a store where the readers are displayed sexily and you are treated like their favorite customer.

[GeoffC]

You talk me language lass !

[DixieGal]

They sell candy also.

[GeoffC]

Chocolate !

[elizilla]

My secret trick for making Best Buy a pleasant place to shop, is when I park my motorcycle outside the door and take off my helmet, I don't take out my earplugs. That way when I go inside, I can still think, because my head isn't trying to explode due to the nightmare din.

[Richey79]

It's funny you should mention about the broken Sonys on display. My local Waterstones (biggest chain retailer for books in the UK) keeps some out on show, and at least 50% of them seem to be broken at any given time.

Mind you, I wouldn't censure them: - I've looked in other Waterstones' where all they had on show were some cardboard boxes in a glass cabinet.

[zxcvbnm]

Originally Posted by GeoffC

the Oil Capital of Europe, so it ought to have a fairly sophisticated population; but I have yet to see another reader being used in the wild.

Aberdeen?

I actually found pcworld to be quite usefull, I did not talk to anybody but they had half a dozen models lined up and turned on to try. You had to unplug the sony's to make them work but even so.

Then I went and bought one cheaper online... Which is partly why a lot of stores are giving up. Anyway who is going to buy a kindle from tesco's when it's the same price from amazon?

A barnes and noble person practically mugged me when I went near the nook display. Rather annoying as I would have liked to try it in peace. Mind you he said he had trouble getting his to respond to touch too as we poked it which rather spoiled the effect (though my sister likes hers).

The only place I have seen ereaders being used is on the London underground trains where the odd person has them. Ipads you actually see a fair amount on trains and especially planes which I guess is what they are most usefull for.