Apple Store – Regent Street, London The Apple brand attracts a loyal and faithful group of followers. This large group of followers will support and defend all the actions of the Apple brand irrespective. It is these followers that buy the products. Also, there is a growing number of people, like me, who are realising [...]
The Apple brand attracts a loyal and faithful group of followers. This large group of followers will support and defend all the actions of the Apple brand irrespective. It is these followers that buy the products. Also, there is a growing number of people, like me, who are realising that there is a whole new world out there, far more interesting to the standardised world of the PC – iPhone, iPod, iPad, iMac and iTV.
As you would therefore expect, these followers and an increasing number of new “purchasers” would be going to these Apple store to satisfy their demand for the Apple products. In theory, the Apple stores would all be equally filled with Apple followers and prospects.
However, the Apple Store, Regent Street is head and shoulders above all the Apple Stores in the world. It is also the most profitable store in London. It sells more per square metre (sales at £2,000 per sq ft) than any other shop in London, way above that of Harrods (£751 per sq ft) or Top Shop (Oxford Circus at about £1,000 per sq ft).
Regent Street is world’s busiest Apple Store, says Apple VP
I visited the store last month to attend some workshops. The store is on the West side of Regent Street, just south of Oxford Circus. The sales area is on 2 floors. The ground floor is for the main Apple products and the 1st floor is where the accessories and other seating areas – theatre for workshops, one-2-one, genius bar, advice counters etc. The central staircase is to show customers that there is a 1st floor in the building.
The store in on the “Sweet spot” of Regent Street. It is on the slight bend where it is able to receive the energy more directly. This energy originates from Regents Park and comes down Portland Place and Regent Street. The energy is shown with a red arrow in the Google earth map.
The energy goes into the store directly because of the slight tilt. Once in the store, the energy is forced to move in a circular manner. There is a staircase in the centre of the ground floor and there are hardly obstructions for the energy to circulate. The energy is forced to move round this. Apple use benches to display their products. These are about a metre high and do not cause obstructions like “display shelving” which are about 2.5 metre high.
So, what is the significance of the energy moving in a circular manner in the sales process?
It causes confusion to customers. We have seen the confused atmosphere in “End of Season Sales”. People are rushing around in the crowds to get the “bargains”. In this confused environment, people are not thinking logically and are making impulse purchases. The net result, people buy more.
In the case of Apple, it is different. Apple use the consultative selling process. I have noticed, even when you specify a product, the salesman always suggest an alternative, more often than not, an upsell. After deciding on the exact specification, then the add-on sale starts, additional warranty, one-2-one, mobile-me services. A number of these products are only available at the time of the purchase. Of course, suggestions are made of the accessories to go with the Apple product. It is all carefully crafted.
What does it mean? The environment is such that the purchaser is mentally confused and he is looking for a “hitching” post. Conveniently, a salesman is there to offer advice and sales. Guess what, it helps in the sales process. You feel good about the purchase. No feeling of buyer’s remorse.
In the Regent Street store, it is always so crowded with people that there is a “confused” atmosphere. These two factors contribute to the confused environment which assists in the Sales process.
Apple have tied in the environment that they have created together with the consultative sales process. It works very well especially in this store
This store collects a very good quantity of energy that passes down Regent Street. As it is on a slight bend and can collect the energy directly.
Secondly, it is using the available energy inside the building to flow around the centre staircase which helps to create a “confused” environment. Together with the crowds of people and the use of consultative selling, customers buy more.
The success of the Regent Street store is down to 4 parts.
1. The Apple Brand which draws in the people who are eager to buy.
2. The energy getting into the building and circulating.
3. The “confusion” within the store.
4. The appropriate selling methods used by the good well trained Apple staff.
The next post will be the Apple Store in Covent Garden. This is the largest store in the UK by floor area.
The photos were taken at about 10.30am in the morning when it was quiet.
Dr Michael Oon
(c) Copyright – Dr Michael Oon. All Rights Reserved Worldwide 2012.