updated 07:25 pm EDT, Wed October 20, 2004
Apple retail insights
Business 2.0 offers some and says that the company is testing a new store-within-a-store concept at a dozen of CompUSA's Good Guys electronics stores in California, which could later expand to the 60 or so Good Guys stores in the West, if it is successful. "At 300 to 1,500 square feet, [Apple's mini stores] cover a fraction of the area of the full-size stores, which run between 4,500 and 20,000 square feet. In markets with a proven appetite for Apple products, the minis are a less expensive way to saturate the territory. In second-tier markets, they're a low-risk way to test consumer interest in pricier offerings. In addition, every mini-store will feature a "genius bar" offering expert advice. Why? The company has found that 30 percent of genius bar visitors end up making a purchase the same day."