Full FeedApple and Best Buy dating again; Serious this time
8 years after their initial attempt to sell through Best Buy stores, Apple and the retailer have not only kissed and made up but seem to have learned some valuable lessons from past ill-fated efforts. They are also fast tracking their growth plans.
The key difference this time around is Best Buy is buying into the “store within a store” principle. Apple products are in their own booth, with their own branding and imagery, and more importantly sold by Apple trained specialist sales people who actually know what they are selling. For anybody that has bought direct from an Apple Store they will know that it is the overall experience that is as valuable as the product.
From an original base of 50 ‘stores’, last months announcement talked about 300 stores by the end of the year, which has now been increased to 820.
“It’s going very well,” Apple Chief Operating Officer Timothy Cook recently told reporters and industry analysts. “Both parties are very happy about it, and that’s the reason we are expanding.”
Mac followers were somewhat skeptical and scathing about the initial attempts, but the current structure seems to get a big thumbs up, and the method they have now should allow them to expand rapidly across Europe in particular. So it looks like Mr. Jobs can add retail supremo to his ever impressive CV.
Via [MacNewsWorld]
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Apple has great experience now in retailing, and this expertise will ensure that this relationship is very fruitful for both the parties.
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