Follow this link, look at the picture. Typical Target merchandising. This approach works well for most Target merchandise, but it misses the mark in showing Apple products in the light in which they were meant to be seen.
Seems likely that’s a big part of why Target missed their Apple product sales projections.
[H/T Andrew Leavitt]
Commoditized. Much like the stores’ staffing.
Target sells Apple products? … In other news.
Wal Mart sells Apple products, too, and their merchandising of it is just as blah. I’m not sure what people expect from a big box store. Even Best Buy took years to get something looking nice, and I don’t think that was until Apple removed their product from their stores.
I have to go to Target soon. I’ll check in and see what my local ones look like. Even though I don’t expect much, this particular photo could be less representative of the whole of the stores.
The Apple Sections in Australian Targets I’ve seen are a lot better. Double sided open endcap. Usually well stocked.
My local target has an expanded and redesigned technology center. A lot of good looking tables/displays with devices ready to touch and explore. And then the Apple display almost as sad as the one in the picture. All the nice setups are for other manufacturers’ devices.
And that’s the exact same thing I see in every Target store I’ve walked into in Sydney.
At least their consistent across the globe.
^they’re
?
Link didn’t work (date changed), https://17orbits.com/2016/08/30/⓱marketing-target-fails-at-apple-merchandising/
A decent rebuttal is here: https://birchtree.me/blog/why-target-was-down-20-in-apple-sales/
TL;DR: That photo is just one store, not necessarily typical of all stores. His store was better stocked and displayed and sales were still down at his location.
My analysis: The rebuttal author left Target in June. That case may be indicative of what Apple display cases are today. Not due to neglect on Target’s part, but letting stock dwindle down and not replacing it.
I think Target just wants to get out of the Apple business. How often does the CEO of a retail chain publicly gripe to the press about depressed sales on a single supplier’s product? They certainly weren’t making friends in Cupertino over this statement.
I must be walking into different Targets stores than you in Australia…