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http://www.macnn.com/articles/12/04/16/may.foreshadow.future.chain.expansion/

Walmart starts rolling out new Apple stores-within-stores

updated 04:20 pm EDT, Mon April 16, 2012

 

May foreshadow future chain expansion


Walmart is beginning to deploy a new Apple store-within-in-a-store concept in its outlets, ifoAppleStore reports. One early example is an outlet in Lowell, Arkansas, which now has an Apple section with wooden tables that have products like iPads locked in display cases underneath. More conspicuous though are large, backlit, double-sided displays above the tables, something not normally seen in other retail chains' Apple sections.

Aside from Walmart, those chains have so far included Best Buy and Target. It's believed that Apple may be expanding the concept to Sam's Club, Walmart's warehouse brand. Changes at Walmart outlets could mean that plans are beginning to move ahead.


by MacNN Staff

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 retail, Apple, Walmart

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Comments

  1. brainiac

    Fresh-Faced Recruit

    Joined: Sep 2003

    +1
    04/16, 04:43pm | report spam | (1 reply) Reply |

    I really hope these things

    are only in underserved markets. Too much exposure in too many places can hurt the brand image and give people the impression the brand is "cheaper" than it would normally be perceived.

  1. brainiac

    Fresh-Faced Recruit

    Joined: Sep 2003

    0
    04/16, 06:40pm | report spam | Reply |

    Not quite Diablo

    It is more like everywhere I go I see Apple products in displays of various degrees of upkeep which could cheapen the brand perception. If there are multiple Apple stores in a city, do you really want to see a store within a store in a Walmart, then a Target down the road, and in many other outlets in the same city? Wouldn't you want to focus people on your company stores where you can carefully manage the brand and the experience?

    Diablo, I think you are a little confused about the differences between identification of the brand and brand image. Yes, Apple wants everyone to know about their products. No, Apple does not want the brand to start to have the same cachet as an HP product that you can find everywhere, they want the impression of a premier brand. Walmart and Target stores in stores do not imply premier brand but are good distribution outlets when an Apple Store is not present and you do not over saturate a market with cheaper stores.

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