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AAPL Stock: 562.29 ( -3.03 )

BW: Apple sales conversion low at retail

updated 03:15 pm EST, Wed February 20, 2002


BusinesWeek Online notes the despite the low sales conversion rate at Apple's retail stores (which Apple has privately acknowleged), the stores are break-even financially, discounting startup costs: It won't take much to turn the stores around. [One analyst] fed Apple's retail numbers through his various financial-modeling spreadsheets and came to a wonderful conclusion: The company need persuade only one more percentage point of visitors to buy Macs for its stores to become a smashing success."


by MacNN Staff

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  1. Nitride

    Fresh-Faced Recruit

    Joined: Sep 2001

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    02/20, 06:49pm | report spam | Reply |

    What is a "sale" anyway

    I bought a game and Countour Shuttle Pro at an Apple store, no big ticket items tho. Do I still count?

    Or is this whole mess only considering buying a CPU/laptop? Frankly being able to go to a computer store and buy real Mac software or peripherals and not get the Blank-Stare-of-Mac-Stupidity from CompUSA drones is fine by me.

    I would definately go to an Apple store to show off the latest hardware and make a purchase out of a catalog (to beat sales tax), but that is still a unit sold on Apple's books.

    With the money saved I can then go to the Apple store and get some peripherals and software on the spot, does this make me a bad customer?

    A sale is a sale is a sale as far as this stockholder is concerned.

  1. MacNN.com Reader

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    Joined: Jul 2001

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    02/20, 07:33pm | report spam | Reply |

    I agree 100%

    Too many anal-ysts are not seeing what the Apple Store really is - advertising. Lots of people go there to see the stuff in person, then go buy online to save sales tax, get a free bundled printer, etc.

  1. jacquesvroom

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    02/20, 08:02pm | report spam | Reply | delete

    Sophisticated analysis???

    The metric here is like so many others I have found difficult to fathom in retail analysis. Suppose you had a hundred people a day coming to the store who already know and love the Mac way. Every one of them who enters the store buys something. Now consider this change. You add another hundred people a day who are Satanic/Wintel persons who are only "looking", at new things they have never seen before. Their demi-fertile little minds begin a slow process which for some finite but positive percentage will eventually result in a "conversion" to purchasing Mac hardware and software, but not that first day.

    In the second case, the [immediate] conversion rate is down fully 50% from the former case. Oh, no!! Makes you want to go to the genius bar and order a double, straight up, doesn't it??

    vroom

  1. jarcoal

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    Joined: Jun 2005

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    02/20, 11:13pm | report spam | Reply |

    good news

    this is definetely good news...i thought that these stores were gonna be a complete failure, but if apple can just bring a few more sales than they could be a real help to the company.

  1. beno

    Fresh-Faced Recruit

    Joined: Jul 2003

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    02/21, 09:28am | report spam | Reply |

    absotively, posilutely

    definately

    definetely

    DEFINITELY

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