Apple are a well-known specialist store, they specialise in high end electrical goods. Their stores are beautifully simplistic, clean and open
to allow customers to have a memorable experience. All staff have good knowledge of the products available this ensures that customers are happy with their purchases. They offer ‘genius’ sessions to give help and advise to those struggling with their purchased item and it’s software.
Location = Mainly shopping centres. Size of business = Large.
Size of outlet = Large stores with wide walkways and modern feeling.
Method of customer contact = Mainly face-to-face., Online and telephone.
Turnover = 2014 - $42.1 billion.
Legal form of ownership = Public Limited Company. Range of merchandise = IPods, IPhones, IPads to Laptops. Degree of service = Greeting at the door, excellent product knowledge and high levels of staff. Pricing Strategy = Premium pricing, they advertise their products as ‘must have’ so consumers pay the high-end price. They do not discount products.
SPECIALIST RETAILER