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Pessimistic View of the Apple Best Buy deal
February 1, 2008

Earlier blogs discussed some of the advantages of the deal but there is evidence, although anecdotal that it will not succeed. This is clear in some of the responses to the earlier posts and  I have spent about 1 hour/month, for two decades in retail stores like CompUSA, Circuit City and Best Buys shopping for Apple equipment.

I have talked to the people that sell computers and listened to conversations with customers considering the purchase of computers. And while I think the idea of selling more Macs has potential I am not sure that staffing or training with ASCs is the answer. Here are 4 reasons why.

First, we have to admit that it did not work that well for CompUSA. While the Budddies in the world did a great job they were not always there. And if the CompUSA distribution strategy was a tremendous success then Apple would never opened their own stores,

Second the sales strategy for Best Buy will most likely be the same as CompUSA
Meaning you have to wade past other computers and other sales people to get to the Macs. True the ASC’s will do great, but many people never get that far. First customers have to walk past PC-windows based sales people who discouraged Mac sales because they want to sell a certain Windows box or more importantly a certain printer.

Third there is a lack of integration into a solution that was superior to the options available online. Sure you could buy RAM, but could you buy a video card or different hard disks. Many people are frustrated at the lack of options available in stores when the online options were much richer.

Fourth service did not exist. If you brought back a computer for service, the store would tell you “You have your choice. We can send this back or you can send this back yourself. If you send it back yourself it will be returned directly to you, otherwise you will have to wait for us to call you and then drive back here.” This is not customer focused, convenient or adding more value then the online store. And I can stay home in my PJ’s and order from the online store.

I am thrilled to see more Apple knowledgeable folks in the field and would love to see more Apple sales. But I am skeptical because if Best Buy sells and supports Apple products the way CompUSA did then I am not sure they will fare much better.

Posted by Howie Fenton on February 1, 2008 | Comments (0)