What I Learned Building the Apple Store – Ron Johnson – Harvard Business Review

Any store has to provide products people want to buy. 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!

People come to the Apple Store for the experience — and they’re willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn’t focused on selling stuff, it’s focused on building relationships and trying to make people’s lives better.

via What I Learned Building the Apple Store – Ron Johnson – Harvard Business Review.

Sales staff are the key for Apple stores, arming those staff with higher goal than hitting sales records! However, the hidden key is that there is a demand for experience. What happen in China is that people will take advantage of the friendly sales and go to other cheaper place to buy!

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