This Story Posted:
October 15th
9:51 PM/CST

The Weekly Spotlight
The Back Page - Our Love-Hate Realtionship With Apple
Ask Dave - Desktop Files Explained and B&W G3s
Computing With Bifocals - Building An Easy Web Page II, Basic HTML
The Name of the Game - Free Games On The Web At Shockwave.com
Today's News
Yesterday's News
News Archives
Reviews
MacOS News Around The Web
Awards
Contact Us
Home
 
 


Thursday, October 15th

Apple Brings Best Buy Back Into The Fold
[9:51 AM] Apple made a surprise announcement yesterday that Best Buy would once again be a national reseller of Apple products. Best Buy will not have a Store-Within-A-Store like CompUSA, and will be restricted to selling iMacs. Both Apple and Best Buy cited Best Buy's large number of first time buyers that make up a large percentage of their customer base being a prime reason behind the move. As noted in today's top story, Apple had an independent study of iMac customers that stated 29.4% of iMac buyers were first time buyers. Best Buy shoppers should begin seeing iMacs in the store in the beginning of November, though no specific date has been set.

The Mac Observer Spin: When Apple canceled their retail agreements with every national retail outlet almost one year ago, the reasons seemed somewhat obfuscated to many. How can Apple sell machines if they don't have a presence in Computer City (now owned by CompUSA), Best Buy, Circuit City, etc.? With outdated Macs, nonfunctioning Macs, Macs without demos, and store personnel who were ignorant at best and telling customers that Apple was closing or that Macs were jokes at the worst the norm for these outlets, Apple decided that no presence was better than an awful presence. Many Mac advocates can relate stories about having to fix demo models whenever they walked into a store, and every Mac owner understands the pain of not finding any Mac software on the store shelves. I touched on this in an editorial in September of 1997, though at the time I was pushing for clone makers to do their part in the retail market.

In that editorial I said that retailers were in the business to make money and that if one of them started making money, others would want to follow suit and cash in on the Mac market. Apple's strategy was to pull the plug and do it right with CompUSA. CompUSA is now making a lot of money by properly selling Macs and Best Buy wants in on the action too. By drawing the line in the silicon dust, Apple set and changed the rules. "If you want to play with us, you have to play the way we want you too." was the message and in my opinion it has been extremely successful.

At the same time, it is important that Apple protect CompUSA's position by not allowing other retailers the same prominent status of a Store-Within-A-Store as well as ensuring that Best Buy can actually maintain the type of quality representation needed by Apple. Limiting the selection to the iMac makes it easier to train sales reps as well as to stay on top of inventory.

The next step is to look for other agreements with other retailers during the next 6 months.

Best Buy - Apple



Headlines For Friday, September 10th

Today's News
Yesterday's News
News Archives
Reviews
MacOS News Around The Web
Awards
Contact Us
Home

© All information presented on this site is copyrighted by The Mac Observer except where otherwise noted. No portion of this site may be copied without express written consent. Other sites are invited to link to any aspect of this site provided that all content is presented in its original form and is not placed within another frame.

 

Quantcast