Apple Stores: pointing the way for ecommerce

Today's post from Michael Parekh (former lead Internet equity analyst for Goldman Sachs) is remarkably good.  IMO, he hits all the right points to describe what will make a successful ecommerce site in the future.  He's is commenting on the article in today's WSJ about the success of Apple's physical stores, but really he's commenting on niche retail in general.  Specifically, his points (reinterpreted) are:

1.  Develop a space that encourages interaction - with the products, salespeople and other consumers.  Make your stores centers for connecting not just with your products, but also with your brand and its advocates.

2.  Empower your consumers.  Don't be afraid of helping your consumers save money / not make a purchase.  By doing this, you become a consumer advocate.

3.  Ensure your design embodies your brand and allows your consumers to identify / feel proud to enter your store

4.  Listen to your customers.  Spend a little extra to do things that mean a lot for your consumer.  Do small, specific things that have high cultural currency. 

I.e., the Genius Bar is brilliant branding.  People would much rather ask a Genius for help than ask "tech support".  And the employee would much rather be a Genius than be "tech support".  Making tech support cool makes it fun to go there.  Women talk about "the cute guys at the Genius Bar".  I can't imagine women talking about "the cute guy at CompUSA". 

Similarly, the Kids Corner is amazing - you can leave your kid to play there for a little bit while you browse other stuff, which is huge deal for parents.  Meanwhile, the kids get to check out cool games that they then ask their parents to buy.  Or, even better, the kids ask to go to the Apple store to play a game while the family's out shopping, creating an extra trip in for the family.

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