“Apple like Star Wars” – :-)

I hope they do leapfrog it mate. As always thanks for your comments.

SW – “there are no Apple stores around this location. Without those stores, someone who might want an Apple product has no option but to go to PC World (or travel!) and would rightfully expect the same level of expertise regarding the products.”

This is very true however they are Apple reseller around in the area that stand out as retailers that customers would expect to get expert advice. John Lewis are the longest standing Apple reseller in the North East and although the level of service they give for Apple product isn’t as high as Apple stores they do hold up a very high level for professionalism. The kind of people that would “seek out” high end Apple product would more likely go to one of these outlets. Consumers that simply want an Apple product (iPod/iPhone) would go to the most convenient retailer (O2 Retail, HMV, Argos etc). Once the Apple concessions are open this will begin to change with more people wanting high end product heading into PC World; however this will take some time.

SW – “Wouldn’t you relish the ability to be part of a “beacon” pushing Apple products from a traditionally PC-based shop?”

Yes is the only answer I can give for this; but the thing that you have to remember is that I would be up against a large number of alternative products that will reduce sales conversion chances. I would have been taking a cut a basic wage to take this job and would be relying on commission payments to make this up. A good sales conversion for any electronic retail outlet is around 1.5% so the Apple concession would be looking for about the same. 1000 people walk into PC World, 1.5% buy then the Apple concession would be looking to sell Apple products to 1.5% of them people (0.225 vs footfall). So the concession would be look to sell around 1 MAC for every 4500 people that walk in to the store. Trust me they are the kind of retail sales figure that don’t scream volume sales or commission.

SW – “I totally disagree with the whole “budget” side of your argument. People go to PC World because “dats where to buy dem peecees”.

If you were going to buy a mobile phone you know that if you walk into Phones4U they are going to try and sell you something. If you walk into Carphone Warehouse you know you are going to get good advice. You just know that when you walk into PC World or Dixons they are going to try and sell you extended warranty. When you walk into Currys you don’t picture them pushing warranty’s or insurance. It’s about how the retailer is perceived. All of these retails main focus is to push sales as much as they can, but from a consumers point of view they are clear difference in each retailer. A customer that want to get a phone on the best deal ever will feel more at home in Phone4U because to sales person will be pushing to deal they can offer. Somebody that wants a quality product or a product with a specific function will go to Carphone Warehouse. Both deals are likely to be the same but the customer experience will be very different. PC World as a brand promote price, picture any of their adverts on TV; this in turn drive people into their stores looking for price, now picture an O2 advert; very little on the pricing. Although there are people like your Dad that shop at PC World; the retailer markets towards “Budget”.

SW – “The way to think about is that the IT market is driven by consumers. The only way to get a bigger slice of the market is to sell to those consumers. By putting a premium brand in an accessible place it allows those consumers to have the option, and that’s way cool.”

Brand awareness is from what I can see Apples main driver for these concessions. Accessibility to they products is key for increasing market share however these concessions will only convert a small amount of people; but will give Apple a better idea as to where to locate there main retail stores. I do believe these concessions are a good idea however I don’t think they are going to make that much of an impact inside of PC World. They would have been better shelling out on some small Apple locations on high profile high streets/shopping center.

However, Apple, like Star Wars, The Beatles, Angelina Jolie etc. has a very strong brand name and may (illogically) leapfrog the barriers you suggest are there.

Andrew Goulding

Right decision mate…you wouldn’t be truly happy in that role. Hold out for the holy grail…that esteemed Apple logo above a storefront in the Metrocentre! :-D

And whether it comes across as ‘snobby’ or not, when shown the evidence for stability and security in Mac OS X, and despite him being able to easily afford a Mac…my friend still returned, and bought a PC under the influence of PC World sales technique ;-)

Yet not even a year later, after one replacement, 2 complete reinstalls and a virus, he said those immortal words to me…”I should have bought a Mac”

It’s an uphill struggle ;-)

Wouldn’t you relish the ability to be part of a “beacon” pushing Apple products from a traditionally PC-based shop?

I think (with the utmost respect) that your attitude is a teensy bit snobby, and sounds like you think the average consumer who shops at PC World wouldn’t be able to afford or appreciate a Mac. Never underestimate the power of a credit card, a screaming teenager and the fancy interface effects of Mac OSX when selling a product. On that note, I totally disagree with the whole “budget” side of your argument. People go to PC World because “dats where to buy dem peecees”. My dad is minted, and he knows naff all about computers; you could easily sell him a Mac if you talk about quality, security etc and the fact that it looks cool, even if it costs two or three times the price of a PC of similar spec. If you’re that passionate about something, it is entirely possible.

The way to think about is that the IT market is driven by consumers. The only way to get a bigger slice of the market is to sell to those consumers. By putting a premium brand in an accessible place it allows those consumers to have the option, and that’s way cool.

I’d love to be part of that tbh, so I have trouble understanding your point of view.