Changing Apple Kondelia Howe Matt O’Connell Leah Eaton
ArticleOverview Article Overview Roll out new store design October 2005 –Changed from overhead design to prominent product displays Genius Bar Studio Bar iPod Bar New design completed April 2006
ChangingCategories Changing Categories Old Categories by Theme –Pro –Home –Movies –Music –Photos –Genius New Categories by Product –iPod Bar –Genius Bar –Studio Bar –iBooks –Power Books –Minis
NewLayout New Layout
SpaceAllocation Planning Space Allocation Planning What’s the most profitable product they sell?
VisualMerchandising Visual Merchandising iPod displays can be seen from outside the store iBooks displays are prominent right as customers enter the store Displays are eye catching and visually appealing
Circulation Almost all customers coming into a store veer right Grid Layout –Ideal for retailing –Easy to find specific merchandise –Easy to navigate
New Layout
Sources IFOAppleStore.com – stores/layout_change2005.html Apple.com – Dunne, Patrick & Robert Lusch. Retailing. South-Western. Mason, OH. 2005