Friday, October 14, 2005

Retail Success Story - Apple

Apple has announced it will open up to 40 new retail stores next year. Average quarterly revenue per store is $5.7 million. It has sold 202,000 Macs through its retail outlets.

Most impressively, the company says that 45% of those buying Macs from its retail outlets are new to the platform. The stores are evangelical outposts, converting heathen Windows-users to the Way.

The brand's "cult" status is strengthened by the huge success of Apple's Genius Bar, Studio and free seminars in the stores. Physical contact with a brand's devotees is a sure-fire way to cement loyalty. As Douglas Atkin says, culting is a contact sport.

Computers and mp3 players are commodity items for most manufacturers, but not for Apple.

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