Tech retailers follow Apple’s in-store strategy
Technology retailers are facing a new trend, where consumers love to visit the stores just to see the merchandise, test it out, play with it, but not necessarily buy it. Apple stores are the one to have started this trend with its array of products displayed across tables and customer service people that encouraged visitors to try the gadgets out. Other electronic retailers such as Best Buy, Curcuit City, Sony and even Wal-Mart are following the trend and are already seeing an increase in visitors.
What makes this format of selling work is that consumers become familiar with the products and are likely to become long term consumers, and even will end up becoming addicted to using them. Electronic retailers are likely to see an increase of 8% in sales to $160 billion this year, with big screen TVs as the number one holiday wish list item.
Consumers these days are also spending more time researching products on the web before heading to a store to purchase it or just get a feel of it. The trick is that once a consumer gets hooked onto a product, it will be purchased sooner or later. Another factor is that technology has become more user friendly and has brought in people who would not normally be comfortable with it.
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Cheryl's Office said,
December 11, 2007 @ 6:26 am
There is no doubt the world of retail has changed. From a consumer’s point of view they have the benefit of getting the feel of a product in the store and then using the internet to find the best price. If the best price is back at the store they just visited they can order online and then pick it up at the store… and save the shipping costs. That is exactly how I bought my iPod touch and my new office furniture.
Shalini Bahadur said,
December 11, 2007 @ 8:57 am
I agree, retail has really changed from what it was even 5 years ago. Consumers are the winners in this new world of retail and retailers are constantly having to come up with innovative ways to attract customers and also to keep up with the way they shop. I’m looking for an iPod as well, so thanks for the link!