Sales per m2 are equal to 1 Moc, “extorting money” from customers with the experience of having 1-0-2

On social networks or circulate a story:

A gang of robbers broke the glass outside the Apple Store, broke in and robbed a series of products. The next day, when the store took inventory of the property, the total damage to the product was $31,000, but the glass alone was $47,000.

Many people joke that the cheapest thing in the Apple Store is the product on the shelf. In fact, this is not without reason.

The world’s leading technology corporation knows how to take care of its store. The glass walls at the Apple Store are all custom-made. Even the chair in it could be the product of a top Finnish designer.

Steve Jobs – the founder of Apple – is famous for being enthusiastic and meticulous. He considers each retail store as a work of art, sparing no money and investment. Therefore, it is not surprising that the Apple Store has become the standard of the retail industry, causing competitors to follow suit.

Determined to open a shop to be self-sufficient

Initially, Apple distributed products through popular retail channels such as Best Buy. However, the market was flooded with Microsoft products. Apple computers are both expensive and unknown, so they are only displayed in a small attractive corner at electronics stores.

Steve Jobs did not care to see his beloved child so dependent and estranged. He wanted to create a special space where customers could experience the difference between Mac and Windows.

In 2001, the first Apple Store opened in an upscale shopping center in Virginia. This group was not afraid to invest money, even though at that time they only had 2 desktop models and 2 laptop models for sale.

In addition to placing the Apple Store in a high-end commercial center, Steve Jobs also required the space to be at least 557m2. He wants customers to have a completely new experience, not crowded in tight spaces like traditional electronics stores.

The Apple Store isn’t just a retail store, it’s also a place for people to relax and unwind.

From the mocked to the model of the times

Many major newspapers believed that the Apple Store was not a viable idea at the time.

“The payback alone is a fantasy,” Bloomberg Businessweek wrote. “Apple will have to close within two years.”

Contrary to predictions, the Apple Store not only did not close, but also opened countless more locations within the next 2-3 years. It won a large number of customers and profits from Best Buy – the company that was dominating the electronics market at the time.

In 2010, Bloomberg Businessweek published another article, acknowledging the influence of this model.

“Sales per square meter of Apple Store is equivalent to a Mercedes-Benz. This is probably the highest performing store in retail history,” the newspaper wrote.

According to Fortune’s statistics in 2015, Apple Store ranked first in the US retail store rankings. The revenue per square meter of this store is even more than 1,000 USD higher than the second-ranked brand – Tiffany & Co.

Steve Jobs introduces products at Apple Store

To date, Apple has opened more than 500 stores in 25 countries and regions worldwide. Revenue of this chain of stores is estimated to reach 16 billion USD in 2021.

The Apple Store doesn’t just exist because of its good looks, it’s also the pinnacle of minimalism and personalized experiences. Many other giants like Tesla, Xiaomi or McDonald’s were also influenced by Apple’s style later.

The secret behind the success of Apple Store

In any major US city, it’s hard not to see an Apple Store. Steve Jobs changed people’s stereotypes, turning the boring electronics retail industry into the entrance to the tech space, even into the iconic landmark of the city.

In 2006, Apple opened a store on 5th Avenue in Manhattan, New York (USA). This ultra-minimalist glass wall block set the basic model for later Apple Stores.

Apple Store located in Dubai Mall – the most prosperous area in Dubai – is also a special highlight. Through the giant 56m-long curved glass, customers can see the famous Burj Khalifa tower and the city’s fountain.

Even solar panels can be used as walls: during the day open to block direct sunlight, at night retract to connect the interior space and the vibrant metropolis.

Dubbed the most beautiful Apple Store in Europe, the store in Milan (Italy) is the perfect combination of high technology, ecology and local culture. The moment people enter the “secret passage” of the 8m high glass fountain and look up at the blue sky and white clouds is a rare miracle.

Even underground spaces that are not popular with traditional retailers are transformed into outstanding works of art by Apple.

In addition, this corporation also solved difficult problems, blowing a new breath into old buildings when building the Apple Store at New York Central Station, the Washington Public Library and the old Paris Bank. Apple Store becomes a classic architectural work across space and time.

Every detail in the store is made by major brands. The long table is the Apple-designed version of Fetzers – a long-standing wooden company in the US. The lighting system is from ERCO – Germany’s leading brand. Even the equipment in the WC belongs to the high-end German brand DURAVIT.

Not to mention, the cost of maintaining the glass panels at the Apple Store on Fifth Avenue, up to $450,000. The slabs in the Milan store are all gray Beola, quarried specifically from Lombardy. The cost of the 7,775 stones falls to about $4.7 million.

Apple is indeed smart when it comes to activating the customer’s first impression, selling goods visually, even without advertising. They’ve turned the store into an incredibly effective marketing tool that makes customers feel like their Apple money is worth it.

Revolutionizing the retail space

The creation of new spaces in urban areas, although easily popular, is also quickly forgotten. If Apple only used money to create novelties, it would not be able to become a global phenomenon.

Instead of the traditional enclosed space, they chose a large area with glass walls to create an airy and friendly feeling. Instead of removing glass cabinets to separate customers, products are displayed on long tables, allowing customers to freely experience.

The most important thing is that Apple is constantly upgrading and developing. Direct selling began to decline, natural elements were introduced to shorten the gap between brand space and urban space.

The Apple Store is home to world-class photographers, artists, and musicians. It has also become a venue for inspirational events, a hub for creativity and networking, and a gathering place for friends.

Walt Disney once said: “Whatever you do, do it at its best. If you do it well enough, people will want to come back to see you do it. They’ll even recommend it to others to see how well you do. “.

Lightning love is not a concept that applies only to humans.

Sometimes it’s a store, a brand. A space not only When a space can not only provide optimal products but also give customers a sense of love and belonging, this space can become a magnet for attraction. intense.

(According to Zhihu)