Monday, April 9, 2012

Carmine Gallo, The Apple Experience: Secrets to Building Insanely Great Customer Loyalty.

"Carmine Gallo, has written a book called The Apple Experience: Secrets to Building Insanely Great Customer Loyalty. The Apple Store is the most profitable retailer in America, generating an average of $5,600 per square foot and attracting more than 20,000 visitors a week." --  Guy Kawasaki 

Guy took the following observations from this book about Steve Jobs and former head of retail, Ron Johnson, re-imagining  the retail experience, the Apple Store not only reimagined and reinvented retail, it blew up the model entirely and started from scratch. 

Stop selling stuff... 

Enrich lives...
Hire for smiles... 
Celebrate diversity...
Unleash inner genius... 

Empower employees...
Sell the benefit...

Create multisensory experiences... 
Appeal to the buying brain... 
The three pillars of enchantment are likability, trustworthiness, and quality...

I agree with his observations, but it applies to vendors who have total prices control... Best Buy copied this strategy and has been seeing sales decrease every quarter for almost 2 years due to competition from Amazon and other online retailers...  With the exception of Apple stores, we are quickly seeing the disappearance of physical stores for electronics, books, music etc.... Apple allows (demands) a price premium and for all others it's pricing... my phone instantly tells me that 42inch LCD is $190 cheaper online, does not matter how friendly or beautiful the store is... I just ordered via my phone before I even exited BestBuy...

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