Shortly after opening its retail stores in 2001, Apple faced many speculations about the success of this venture. Other tech companies, such as Sony and Microsoft, attempted and failed in their attempts to create similar shopping experiences. Examples of these unsuccessful attempts were Gateway 2000 stores and Sony’s “urban entertainment centers”.
Despite skepticism from experts, Apple stores succeeded while Microsoft and Sony faltered. Microsoft tried to copy Apple’s strategy by opening their own stores near Apple locations, hoping to attract customers to their products. However, Microsoft stores remained unprofitable and did not generate the same level of customer enthusiasm as Apple stores.
Even during the COVID-19 pandemic, Microsoft took the opportunity to close its retail stores, citing difficulties and costs of operation. This was a clear acknowledgment that their strategy did not pay off.
The success of Apple in the retail market can be attributed to their focus on creating a unique experience for customers. From the friendly customer service to the captivating product presentations, Apple stores offered a refreshing and enjoyable atmosphere for customers. Other companies, such as Microsoft, were unable to replicate this experience, leading to their downfall in the retail market.
So, should competitors like Microsoft, Google, or Sony take inspiration from Apple’s success in the retail market? While it may be tempting to suggest that governments should take control of Apple stores and force the company to sell competitors’ products, this may not be the solution. The success of Apple’s retail stores stems from a deep understanding of their own products, and attempting to sell competitors’ products alongside them would dilute that focus.
Instead, competitors should learn from Apple’s example and invest in their own unique strategies for success in the retail market. Merely copying Apple’s approach without understanding the underlying principles of their success is likely to lead to failure. Apple has set the standard of excellence in retail, and it is up to competitors to find their own path to success.
The source of the article is from the blog japan-pc.jp