Ron Johnson este cel care a construit magazinele Apple asa cum le stim noi astazi insa dupa cativa ani buni petrecuti in echipa de conducere a Apple a decis sa preia functia de CEO al JC Penney, unul dintre cei mai mari retaileri din SUA. Avand in vedere ca nu mai lucreaza la Apple, Johnson a dezvaluit intr-un intreviu dat celor de la Harvard Business Review secretul din spatele magazinelor Apple. El sustine ca Apple atrage foarte multi utilizatori prin simplul fapt ca ofera o experienta premium atat in ceea ce priveste interactiunea cu produsele companiei cat si in ceea ce priveste asistenta sau achizitia unui produs.
People come to the Apple Store for the experience — and they’re willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn’t focused on selling stuff, it’s focused on building relationships and trying to make people’s lives better. That may sound hokey, but it’s true. You have to create a store that’s more than a store to people
El spune ca produsele companiei pot fi achizitionate la preturi mai mici de la alti retaileri insa oamenii vin in magazinele Apple pentru experienta in sine si sunt dispusi sa plateasca un pret mai mare pentru acest lucru. Daca aceasta este filosofia dupa care si-a ghidat munca la Apple atunci pot spune ca este un “geniu” pentru ca a reusit sa convinga oamenii sa plateasca mai multi bani pe un produs doar pentru a il cumpara dintr-un magazin Apple. Compania detine peste 300 de magazine in intreaga lume si anual peste sute de milioane de oameni intra in ele, deci vorbim despre o reteta de succes care acum va fi probabil reprodusa la JC Penney.
In finalul unui guest post, Johnson spune ca angajatii Apple nu lucreaza pe comisioane ci pentru un salariu fix deci nu exista rivalitate intre angajati si astfel toata lumea se poate concentra pe munca si pe modul in care isi pot indeplini functiile cat se poate de bine.
Their job is to figure out what you need and help you get it, even if it’s a product Apple doesn’t carry. Compare that with other retailers where the emphasis is on cross-selling and upselling and, basically, encouraging customers to buy more, even if they don’t want or need it. That doesn’t enrich their lives, and it doesn’t deepen the retailer’s relationship with them.
This post was last modified on nov. 21, 2011, 11:22 PM 23:22