November 22, 2011

What I Learned Building The Apple Store

Ron Johnson, who built Apple’s retail stores from scratch, writing for Harvard Business Review:
“There isn’t one solution. Each retailer will need to find its own unique formula. But I can say with confidence that the retailers that win the future are the ones that start from scratch and figure out how to create fundamentally new types of value for customers.”
He makes a point of explaining why customers willingly pay full price to buy from Apple retail stores when other retailers are selling the same products at a discount. The key, he says, is re-inventing the shopping experience to make it attractive, not merely useful, to customers.
Johnson has since left Apple to take the reins at JC Penney.
(Via Silicon Alley Insider.)

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