Building the Applestore

Jani van Wyk 22154442

Case 32

1. Yes, I have visited an Apple store once. I did not make a purchase in the store although I really wanted to, their products are very expensive.

2. Apple’s store layout and atmosphere are very important because it has a significant impact on shopping behavior of customers. The design of a store or web site can attract customers to visit the location, increase the time they spend in the store or at the site, and increase the amount of merchandise they purchases. Store design can also have long-term effects on building customer loyalty towards the retailer by enhancing the retailer’s brand image and providing rewarding shopping experiences that encourage repeat visits.

There are three types of store layouts that can be used: Grid layout, racetrack layout and Free-form layout. Apple uses the Free-form layout for their store. It provides an intimate, relaxing environment that facilitates shopping and browsing. They have signage hanging from the ceiling, for greater visibility that directs customers to specific areas in the store. Apple use bright lightning to display their merchandise to draw attention and create excitement with customers. Highlighted merchandise also draws attention and helps draw customers strategically through the store. While customers browse through the store there are employees available to answer any questions.

Through Apple’s intensive development efforts, they have created a unique, customer service-oriented shopping experience. Customers can touch, feel, see and test the product in the store before they purchase any product. Apple also provides free one-hour instructional or informational workshops everyday for iPod, iPhone and Mac owners.

Apple really try to provide an unique shopping experience for its customers, because most of Apple’s customers is rich and wealthy people that can afford their products because their products is very expensive, that’s why Apples store...