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We have discussed and debated much here about the “Customer Experience” and I think this most recent announcement from Apple is just fascinating. Apple will begin charging $5 just to enter the Apple stores. That’s right, you want to window shop, check out the iPhone? It will cost you $5 bucks just to get into the door.
“Part of the move was to limit crowds to keep the stores safe, but also we wanted to keep the right kind of people in the stores” said vice president of retail outlets, Vince Sciopiano.
According to reports, when you pay the $5 at the door, you will receive an an Apple button which will allow you entrance into the store and the button actually tracks the customer’s movements. Then if you decide to buy something that $5 entrance fee will be deducted from your bill.
Absolutely brilliant! What a great idea… Steve Jobs and his team are just firing on all cylinders and they can do no wrong. This works on so many levels. First off, it keeps the stores from being packed with gawkers and people who get in the way of customers who actually want to buy something, but also this is another move that continually reinforces the amazing Apple brand. This is the exact reason nightclubs keep giant lines waiting behind the velvet rope when inside the club is half empty. It is reinforcing the notion that Apple is place to be and now if you want to hang with the cool kids, you are going to have to pay just to enter.
Finally, from a revenue side, how much money will Apple make this year from literally revenues just from the door? Steve Jobs for President! He saved Apple, now we need him to save the world!
What do you think? Would you pay $5 just to enter an Apple store?
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Technorati Tags: Customer Experience, Apple, iPhone, Steve Jobs
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You realize that is a satire blog right…
“Called “the world’s greatest tech humour site” by The Register, BBspot creates entertainment for the geekier side of the world. BBspot produces a variety of features like fake news stories satirizing the tech and political worlds, the BBspot Mailbag which pokes fun at the Believers (people who believe our fake news) and much more.”
Tim - Wow! You know I did not realize this, I appreciate you informing of this.
Damn, I really thought it was a brilliant idea..
Thanks Tim!
What part of charging potential customers to visit your store is a brilliant idea?
Does impulse buying not matter in this new media marketing revolution?
Omp - When you buy and iPhone or an iPod or a Mac, it is not an impulse buy for most. These are high ticket items that cost a good deal of money as well as when it comes to the iPhone, a two year contract commitment.
It was satire? Crap, I was hoping for a ladies night.
Haha, nice one Nathania!
I agree with Cord that it might just work, but the inside of the shop would have to be super-cool - fancy lighting, furniture and listening booths.
It would also depend on the culture - Japan and America yes, but I’m afraid Aussies would just tell Steve Jobs to get stuffed
It’s too bad it was satire. I too thought it was a pretty brilliant idea.
The only issue I saw would be customers like myself who basically would have to make up their mind about a purchase before entering the store or they just lost $5. I buy a lot of stuff online, but when it comes to higher ticket items like a laptop, etc. I often come close to the decision but want that extra convincing. Basically, I enter the store wanting to be convinced to purchase the item. If I’m not, I don’t get it. On the one hand, paying $5 would help in the convincing process, however, it also is against them in the deterrent process.
Still a wicked idea, I think. Especially refunding the $5 if you make a purchase. Hell, the next move could be an Apple card. Or an Apple Membership card.
Nathan,
I could not agree with you more. I think it is an idea that Apple should seriously consider. It will force people to do exactly what you said, make up their mind before entering the store whether you want to buy or not.
This works on so many levels. Thanks for your thoughts.
Of course, if Jobs wanted to play the philanthropist card, he could donate all of the $5 entry proceeds to charity. Perhaps George Costanza’s Human Fund?
Chris - Another kick butt idea! So you are paying to get in, but if you do not buy something, that 5 bucks will be donated to some charity. Man, I think we need to get a bunch of us together and pitch this to Apple.
Nathania - Ladies night I love it!! Welcome to Bold, if Adam gives you any trouble, let me know.
Another idea, although not quite as generous or neat as the charity, would be to go with something like an Apple card. When you come in the door, you create your Apple membership account (which is free). Every time you enter the store, you pay your $5. However, this $5 is placed onto your apple membership card. You can then use this card in store to enhance your experience in various ways.
I own a mac, 3 ipods and several apple accessories. I also have 6 PC’s loaded with stuff. While I kinda dig the idea…I sometimes go into the apple store as a break for my son to play with kids games
Not sure I would pay to do that anymore, but more importantly, I just dig the experience inside the store. While I am not opposed to this and it seems most of us are not, I am wondering what would people say if this exact scenario happened if we had to pay to see a PC product or pay to get into a Best Buy? We would be all up in arms would we not..but seeing as its Apple..we are mostly for it.
I love the idea behind the charity contribution though. It would certainly combat the Sony flap about Job’s and his apparent greediness.
Call me old fashioned, but if any store started this method of business they would NEVER have me as a customer.
Andrew - If Best Buy gave the same great customer experience and products and knowledgeable staff I would be more than happy to pay 5 bucks. But I do hear you about taking the kid to the store… Thanks for your comment.
I hear ya Jud. There are definitely a number of issues with this idea, but it is an interesting idea to discuss.
Granted the Charity idea is a great one..but since these stores are local to a community, I would be all for paying the $5 if they were to take that and invest it into the school system for computers or monetary donations to purchase the new mac’s. They could have a local school or district of the week or month and utilize the funds that way.
Andrew - Another fabulous idea!! Ok, so now every $5 paid for, but not used meaning someone did not buy something would go for paying for computers to local schools in the area.
I love it! I think we are onto something here. Steve Jobs are you reading this?
Hi All,
On the whole ‘restricting’ people to buy - there is a very successful shoe chain in New Zealand that requires shoppers to ‘book’ an appointment.
You can’t simply walk off the street and buy a pair of trainers, you have to pre-book….Similar to the $5 entry style of marketing…
its $5 for guys .. chicks are free. BYOB after the keg is out.
Pete - Thanks for the comment. I bet that store has kick butt trainers and the customer service is fabulous. Am I right?
Pay, to go into a store who has wanted the Publics’ (anybody’s)business for years!? And now some people aren’t good enough to go into the store? Many people don’t buy on their first trip in a store. Apple didn’t mind crowds camping out for days, waiting for the iPhone. What a giant, greedy turn off! Let Apple build a sufficient amount of stores to accommodate its communities. Bad idea to cave in to this kind of bullying greed.
Nah, I don’t like fancy nightclubs. I don’t consider myself cool or a tastemaker or what have you. If I had to charge money to enter an Apple store, it would irritate me and reinforce my perception of Apple users as elitist pricks. =P
I dont know If its funnier that you posted fake news as real news or that I was actually believing that apple would do that.
Wow… I’m really sad that this was a satire… I was hoping Apple had really done something this stupid… and it sounded realistic too, the kind of thing they would do, trying to scam more people out of their money… That would have cost apple millions of dollars… and anything that hurts apple is a good thing for me!