Apple actualizó su sitio con la reintroducción de una sección "Tienda" simple de localizar y no puedo eludir preguntarme por qué razón se hizo más bastante difícil de localizar en un rediseño precedente del lugar.</p><h2><strong>Las ventas no se han detenido</strong></h2><p>Las ventas no se detuvieron cuando Apple rediseñó su lugar y también hizo de la tienda un espacio más prudente. Para acceder a él, usará un link en el menú del lugar, un link en la parte inferior de la página o bien a través de el botón "Adquirir" en la página de cualquier producto.
However, as Apple's business gradually becomes more online, it is not surprising that the company chooses to make it easier to find its shopping center online. Although the above discretion argument surely reflected the fact that Apple is an experience company, not a sales company, this strategy became more difficult enough to admit the moment sales exceeded US $ XNUMX billion.
Change of address?
However, it's interesting to wonder if the change will be accompanied by a move to transform Apple's retail stores into more sales-oriented operations. I hope this is not the case. One of the key elements of these stores from the beginning has been to focus on identifying what people need, rather than sales. “You can feel what the Apple brand is from the experience you have in the space. Now, more and more companies are seeing their stores as brand touch points, rather than just a space for transactions,” said Tim Kobe, who helped design the first Apple retail stores in XNUMX. Apple does not change the philosophy of its stores too much; after all, it has turned these places into the most profitable retailers on the planet. I also hope the company truly embraces hybrid work practices, rather than the obstructed return to work on certain days of the model they have adopted.
A good overall move
The resolution to facilitate access to the Apple Online Store is a good resolution. You can access it through a little tab at the top of the page. Once there, you'll find an experience that closely resembles what's offered in the Apple Store app (as Apple is going omnichannel). That means neat little sections for each product genre, unique offers, and links to helpful services like expert advice, genius support, and free one-on-one sessions. When you buy an item from Apple, you can get free shipping or pay for 2-hour shipping. The pick up, trade and pay plans and the links to the really helpful Today At Apple tutorial sessions are all there, as are the links to education, businesses and the home improvement store. In other words, it's just like the store before, but with a facelift and a more unified shopping experience across all devices, online and through apps. Which means that your user experience must be exactly the same regardless of the way you choose to visit.
And that is the point
Apple knows that having consistent retail strategies across multiple touchpoints drives customer engagement, retention, and sales. It is a customer-centric approach to service in which it offers an integrated experience in each and every field. It's an approach that Target favored in the second quarter of '4, when it found that multi-channel users were spending 6 times more than in-store users and ten times more than digital-only users. Apple also knows that today's users use an average of almost XNUMX touch points when purchasing an item, and XNUMX% of Americans switch between multiple devices in a day. The relevance of in-store delivery and pickup has also increased throughout the pandemic, with Adobe Analytics reporting that the number of orders placed online and in-store pickup increased by XNUMX%.
Where is the AR found?
One missing piece seems to be the lack of artificial reality (AR) content. Given Apple's progressive focus on AR, it seems odd that the e-store doesn't have access to AR-based product experiences. I can't help but think that there's a missed opportunity for an on-page app clip or QR code to unlock AR product experiences for shoppers. Why can Ikea show you what your desk would look like in your home office, but Apple doesn't offer the same for an iMac, MacBook Pro, or HomePod mini? I know Apple offers AR product assets on occasion, but I think you should consider making them universal and free at each of your touch points in retail stores. It sounds like such an obvious foul. The bottom line is that Apple now has a metaverse-enabled e-store experience to give a cross-device and cross-platform portal to the unique customer-centric experiences of the service it targets. They are already famous: tutorials, training, advice, etc. The next step, I think, is going to be to increase the number of free touch points while expanding the product line and, presumably, producing ancillary sales. “Businesses with an insanely strong omnichannel customer commitment see their annual revenue increase by XNUMX% year-over-year,” reports Aberdeen Group. After all, pursuing development is Apple's way, so its teams are surely somewhat confident in the midst of the pandemic that total retail sales in the third quarter of XNUMX set a record for the quarter of June, as Apple discovered in its latest tax appeal. Follow me on Twitter or join me at the AppleHolic bar & grill and Apple discussion groups on MeWe.
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