Apple's New Best Buy 'Shops'
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by
September 5th, 2007
Now, here's something interesting: An Apple "Store within A Store" in Best Buy.
Apparently Apple and Best Buy are best buddies these days and Apple is putting exclusive areas inside many, if not all Best Buy stores, complete with real Apple sales people and, in some locations, Genius Bars.
You may have heard that Apple and Best Buy were testing the "Store in a store" program in some Best Buys. That program is being expanded, which is a good thing; history has shown that while the standard Best Buy salesperson may (or may not) have his or her heart in the right place, they are often clueless about anything Apple. Admittedly, that has changed somewhat -- many Best Buy salesfolks are closet Mac fans -- but using Macs and selling Macs are two entirely different things.
I stopped into a local Best Buy store, this one within walking distance of my home, and took a look around. It looks like someone cut off a piece of an Apple Store and pasted it in Best Buy. The new Apple area almost looks out of place; you pass by rows and rows of Dell and HP PCs and suddenly -- BOOM! -- you're not in Kansas anymore.
![]() Apple's new Shops inside Best Buy |
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The new stores are called "Apple Shops" now and they continue the clean minimalist design of a real Apple Store. They even sport a large screen monitor that's typical of Apple's brick-n-mortar outlets.
This one had only one display table tastefully showing off MacBooks, Macbook Pros, and iMacs in both sizes (20-inch and 24-inch). No iPhones were available (yet) and no iPods were on display in the shop, though you could easily find iPods in another section of Best Buy. Shops in other Best Buys stores will have two display tables while still other stores will have a place for an Apple Genius to hold court.
What's very cool is the Apple Shop is situated right next to Best Buy's new and upscale Magnolia Store -- where they sell pricier electronics -- and they had setup one of their 50-inch plasma displays in the Magnolia Store with Apple TV. Photos slowly rotated in hi-def and in magnificent color, YouTube clips were grainy, but so big you didn't care. It was eye catching, mesmerizing and extremely cool to watch. Apple and Best Buy are going to sell a million Apple TVs this coming Christmas. (Yo NBC: you guys might want to rethink your stand on selling shows on iTunes. Just a thought.)
There was an honest-to-goodness Apple person manning the shop when I walked up and he seemed very excited about Apple's new arrangement with Best Buy. Even more telling, however, is that the Best Buy store manager was excited about the new Apple Shop. Some store salespeople are being trained in the ways of selling Apple, and even the Geek Squad is getting geared up to service Macs when called to do so.
Both Apple guy and store manager were typically closed-mouth about anything not on display, which I expected from the Apple guy, but was a bit surprised when I found that the manager was tight-lipped too. I guess Best Buy is learning a few things from Apple.
I mentioned the new Apple Shop to a friend of mine and he immediately rolled his eyes and asked, "Didn't they try that before?"
"Not like this," I told him, and I honestly believe that. It really does look like Apple and Best Buy are taking this seriously, and this time, I think it will work.
Vern Seward is a writer who currently lives in Orlando, FL. He's been a Mac fan since Atari Computers folded, but has worked with computers of nearly every type for 20 years.
Just a Thought Archives.
Observer Comments
I've seen two of the "Apple Shops" up here in New England. Reminded me totally of when Sears was selling Macs. Everything in disarray, 2 machines shut off, one in beachball mode, all of them dusty. The iMacs were still the white ones (although it only a week after announcement of the fancy new ones). I just shook my head, and walked away.
Wed Sep 05, 2007 9:14 am Subject: Best Buy and all other sensible electronic store
The Best Buy near me is about two miles from the Apple Store. I observed a "sales presentation" and was fairly impressed. At no point did the sales associate make any claims or state any facts which were erroneous, something I could not say about the CompUSA folks. I wonder how well the concept will work when Best Buy is in close proximity to a Apple store. If the other stores are as well done as the one by me, they should help boost Apple's sales, a good thing.
Wed Sep 05, 2007 10:16 am Subject: Knowledgeable clerks are key
As long as the clerks attending to the Apple "bars" have a strong background in Apple products (in a sense, that they're "Macheads" or "Mac fanboys"), I can't see where the arrangement will hurt. However, if those assigned to this section are merely "filling-in," and if they know as little as most of Best Buy's clerks do about anything in particular, it'll be a cock-up of the first order, especially when it comes to converting the PC crowd ---Best Buy's mainstay customer base--- to the world of Mac.
I live in the far north side of Chicago. There is a bus route in my neighborhood which passes two Best Buys and terminates at a shopping center which has an Apple Store [Old Orchard in Skokie]. Indeed, there is a Best Buy across the street from the Old Orchard shopping center. I won't expect to find an Apple Shop in that one.
Wed Sep 05, 2007 11:12 am Subject: And Best Buy coupons are valid on Apple products!
If you are a Best Buy Reward Zone member (free membership) you get coupons mailed once in a while. Apple products are not excluded. I bought an Airport Extreme Base Station using a 12% discount coupon. Thats 21 bucks off!
On top of that, you can return peripherals within 30 days with no restocking fee!
You don't get those at the Apple Store.
Wed Sep 05, 2007 11:17 am Subject: Best Buy coupons are valid on Apple products except iPods.
Wed Sep 05, 2007 6:15 pm Subject: Hmmm...still hates Best Buy
Not all Best Buys have them. The one in Hyannis MA which is sorely missing an Apple Store at its main mall could easily use an Apple presence at Best Buy. They do say they have their products online though. And the one in Laurel Maryland had a manager who made such a fuss over me having a Mac that I will never go back. That was 6 years ago. If Best Buy really wants their Apple presence known, their inserts in the Sunday paper should show them. Also the Rockville Maryland location did a bait and switch tactic on a dishwasher with me. The first thing Best Buy needs to learn is to respect their customer, and make these distributions chain wide.
Fri Oct 05, 2007 11:56 am Subject: Re: Comp cant pull it off
QuoteAnonymous wrote:
Theyve had an apple store for years in compusa but as a company they cant pull off anything and cant compete...closing half their stores come on now..
The Apple "store within a store" at CompUSA.... also known as the ladder storage area. CompUSA never did justice to the concept of a "store within a store."
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