Tuesday, 23 June 2009

Apple's retail store success

A very interesting note (click title) on the success of Apple's retail stores.

We believe brands must have control over all elements of their customer engagement, especially distribution. This works for every brand, in every category- if you see the brand as a "leader".

Controlling distribution is seen as expensive keeping in mind the cost of space, staff and inventory. But it is a customer facing activity.

Outsource manufacturing, finance, logistics. Set up metrices to control the delivery. A 1 in a 100 error may still be acceptable.

But control and master your customer facing moments.

Leadership cannot be outsourced. Nor can the 4Ps (pricing, product, distribution, promotions (communications).

Ritu and Venkat

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