April 27, 2006

Apple Stores: A Digital Experiences Case Study

A Solution Boutique Approach Pays Off In Big Sales Per Square Foot

by Ted Schadler

with Chris Charron, Nikki Baird, Tenley McHarg

Executive Summary (This is a document excerpt)

Apple Computer has defied conventional wisdom to create a powerful retail presence that contributes 17% of its revenue. In the process, Apple has created a benchmark best practice in selling digital experiences. Other retailers and manufacturers can learn from the company's hard work and should create solution engineering teams, build solution boutiques, and foster solution selling. The payoff for Apple: sales per square foot that are two and a half times higher than Best Buy's.

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