14 DAY TRIAL // ifoAppleStore, the only source focusing on Apple retail news, claims that Apple plans to refocus space within the stores, in an effort to promote customer education, and software over hardware. Also, in the Apple retail segment, the opening date has finally been set for Apple’s retail store at Friendly Center (Greensboro, NC).
Reorganizing stores, staff
According to IFO, “hardware will become a secondary focus of the [Apple] stores’ marketing efforts, making way for a spotlight on applications and the digital features of Apple products.” This information was allegedly disclosed in "plans still being rolled out."
“The front section of the store will promote, 'Why You’ll Love a Mac,' catching visitors when they first enter the store,” the report continues. “The section will have signage and brochures pointing out the advantages of a Mac over a Windows PC. The next section of the store will focus on the iLife suite of software applications, and will provide information how they can contribute to a Mac user’s digital lifestyle. And in the third section of the reorganized interior, Apple will highlight the iWork software applications.” This makes the third major interior redesign for the stores. Previous alterations included wooden floors and the stainless interior.
The focus is not only shifted to Mac software, such as the iWork and iLife suites, but also iPhone and iPod apps, with 20,000 titles currently living in the App Store. According to IFO's sources, the reorganization is set to begin shortly, although it may take a while to make all the proper adjustments, such as staff retraining.
Opening Date Set for Greensboro Store
“Almost one year after its [sic] was scheduled to open, Apple’s retail store at Friendly Center (Greensboro, NC) will open on Saturday, February 21st,” IFO could confirm yesterday, citing a mall marketing assistant as saying the store is “pending no last minute construction or permit delays.”
According to the report, Apple had posted job listings for the store were as early as November, 2007. However, “a mall expansion apparently persuaded Apple to wait for a new space in the open-air mall northwest of downtown,” the publication says. Moreover, the aforementioned assistant allegedly sent an e-mail to an Apple enthusiast telling him that the store is located between Williams-Sonoma and Anthropologie on Avondale Road.
