Apple Store Case Study

        The apple store is divided into four areas. The product area, solution area, theater and genius bar. Each of the area has different function. The apple store in general is very spacious, bright, with apple’s logo so visible and recognizable, and gives an inviting view of the inside of the store. Apples tries to create a very welcoming, friendly environment which enables it to demonstrate its value to both old customers as well as first time customers. Apple makes an effort to sell its integrated product line to people who are more digital sensitive and encourage them to pursue a muti-dimensional digital life style. Now they are already Mac users and Apple want them to buy other products which would enable them to do more creative things. Apple also tries to target those who are PC owners believing personal computers are boxes to support Windows applications. The unconventional retail environment would insist apple to demonstrate its bigger idea that “Every thing is easier on a Mac.” Apples store would evoke more customer involvement and make people to find out what they can do with their iMac. The whole apple store experience would have great impact on consumer’s psychology and behavior. For instance, when people pass by an apple store, they could see through what is happening inside. The crowd inside would trigger people to step in an Apple store. Those people probably were not intended to go to Apple until they passed by an Apple store. Moreover, according to Cialdini’s six principal of persuasion. Liking and social proof play large roles. When customers see people like them shop in the apple, they are likely to follow the trend.

        The layout of online Apple store is concise, and the website itself stands out from any other online PC store. (It is so recognizable for customers that it is an Apple store instead of other.) It is consistent with physical Apple Store in a way that it delivers creative presentations in formats of sentences, videos and photos to persuade customers that “Everything is better on a Mac.” It also encourages customers to compare and contrast different models of products, which customers can also do in a physical store. Different elements in an online store simulate different areas in a physical store. What is inconsistent is that, there is no theater and genius bar in an online store, though there are short videos and solution sections. Further, online store represents apple in a more mannered and systematic way. People can find programs, careers info which are topics being hardly talked about in a physical store. Customers shop in a physical store adopt a different decision making process than customers shop on line. Customers shopping in a physical store uses less compensatory method which means they demand less cognitive efforts and would yield quick answers. They tend to get answers right away from employees. Also, playing around and experiencing different apple products involve less cognitive efforts. When customers shop online, they have a clearer goal. If they want to buy iPhone, they go directly to iPhone section. So when people shop online, they are less likely to learn other apple products.