Incredible branding strategy from Apple Store Pioneer Ron Johnson

[somniloquist]

Visionary presentation from new JCPenney CEO Ron Johnson (Pioneer of Apple retail stores in 2001) Launch Event Presentation

Synopsis:
@ ~02:00 - Unique selling proposition
@ ~18:30 - Pricing and promotional pathology
@ ~34:00 - Monthly cadence (**can this be done??**)
@ ~65:00 - Appification of department space
@ ~80:30 - Sexy (!?!) Martha Stewart
@ ~86:00 - Secret to Apple Store design

 

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[Brander]

Thank you. An interesting insight into a few valuable strategies, especially the store layouts.

...and unfortunately also how full of shit these investor pep talks can be.

2.00 Everyone says that
18.30 Simplify pricing (doesn't take a genius)
34.00 Every domain company out there has been doing it for years
65.00 Increase display space with walls to unclutter the floor (duh!)
80.30 Leveraging each other's brands
86.30 The good bit of the talk!

In the end no one cares, certainly not the customers, of course this was an investor pep-talk (look, we are turning things around, don't sell the stock!)

It's not about loyalty, it's about size. According to stats the biggest brands have as much loyalty as smaller ones, it varies very little and the only basis for variation is size.

Make the experience easier, more homely, have clearer pricing, treat customers well... sure all good things to have BUT they should additionally focus on: Open many, many more stores (franchise?) to get bigger.