The loss of lines has some potentially negative side effects. Some are paid by others to stand in line to hold their place and attract media attention to promote their products. Without the compelling visuals provided by the lines at Apple stores, Apple is likely to lose the media coverage and social media leverage provided by the lines.
Disappoint Apple haters and competitors Perhaps the ones that will be most frustrated by Apple abandoning its lines strategy are the Apple haters and competitors.
One thing is for sure. No matter what happens, it should be very interesting. Visually indicate the product is in high demand, Promote the product at a significantly lower cost, Generate publicity that attracts the news media, more customers, and social media.
The synergistic affect of all this attention creates a viral "word-of-mouth" pyramid that is invaluable to Apple -- all for an investment that is small compared to the cost of advertising in paid media.
Ahrendts, she does not want customers to have to wait in long lines, become frustrated, and possibly end-up empty-handed if the product sells out at their local store.
Apple has shown that lines are a great way to do marketing. For the introduction of the Apple Watch and the new MacBook and perhaps for future releasesAngela Ahrendts, former CEO of Burberry and current Apple Stores chief, is changing the "lines strategy" and encouraging buyers to order online.
Its sales, market share, and profits have continued to climb. What are the benefits of this new approach? Some of the more important ones are summarized below. Time will tell if the Apple Watch is a big hit or falls below expectations.
The public attention and excitement generated by the lines will be lost. The disparagement has not bothered Apple. The three top reasons are lines This change in strategy, however, is not all positive. The other benefit, of course, is if the Apple Watch is not the big winner many are expecting, the absence of lines lowers the risk associated with the negative fallout from the media and potential buyers.
When he was running Apple, Steve Jobs liked to see long lines of people waiting in front of Apple stores to buy the latest Apple products. Lots of people will be watching. Others believe it shows insecurity for fear that long lines may not form. Some believe the abandoning of lines is a gutsy move that exudes confidence in the Apple Watch.
For several years, they have used the willingness of Apple fans to wait in long lines as a reason to disparage them. Is the new strategy likely to work? What is lost from abandoning the lines strategy? Some fans like to brag that they were amongst the first in line to buy the new product being introduced.
Even Apple co-founder, Steve Wozniakis often at or near the front of the line at his local Apple Store. Tap here to turn on desktop notifications to get the news sent straight to you.Fortune Data Store Fortune Conferences Wurmser, for instance, says Microsoft must learn from Apple that its “retail strategy needs to align with the product strategy.” IDC program vice.
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Strategy -. The Apple Online Store offers Apple's entire product line for sale on the web for those that either would prefer ordering online or don't have an Apple Retail Store near them. While most offerings in-store and online are the same, some items such as higher end Macs, must be built-to-order through the Apple Online Store.
Aside from selling iPhones, iPads, iPods, Apple TVs, and Macs, the. Will Apple's Shift in Retail Strategy From Store Lines to Online Be Good or Bad?
is often at or near the front of the line at his local Apple Store. HuffPost Impact. NEWS US News World News. Jun 17, · Leadership Strategy Small Business Apple's Retail Success Is More Than Magic.
Working for an Apple store can be a competitive process usually requiring at .Download