Apple fans who have made new product launches not-to-be-missed events—dedicating hours and even days to wait in line to be among the first to obtain the latest offering—may need to find some new uses for their time. In particular for the launch of the Apple Watch, the company explicitly aimed to encourage consumers to order online, rather than visit stores on the release date.
With this sort of launch, Apple ensures that everyone who wants a new product gets it, even if not immediately. Consumers who order online receive confirmation and a promised delivery date, avoiding the frustration that some shoppers expressed when they waited in line for hours, only to find that the store had run out of stock. Furthermore, Apple can gauge interest better, especially if consumers are willing to pre-order prior to the official launch date. With such data, the company can better forecast its sales and production needs.
Accordingly, the company has informed sales staff that they should encourage shoppers to visit the website to place orders for their tech equipment. With this approach, Apple seemingly is prioritizing getting products to consumers when they want them, rather than earning ever more press and attention focused on long lines and sold-out inventory.
Discussion Questions:
- Why is Apple diverting customers to the web?
- What are the advantages and disadvantages of such a move?
- Do you believe it was a good move?
Source: Matthew Stern, Retail Wire, April 10, 2015
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