J. C. Williams Group was invited to Apple’s Grand Central Terminal new store opening this past Friday December 9th at 10:00 a.m. Here is what we saw and think!
- Brilliant location! Grand Central Terminal is constantly teeming with commuters and is a major hub for millions of riders on New York’s subway system. Plus, it’s located at the cross-roads of Fifth Avenue and 42nd Street—location, location, location!
- The 23,000 square foot store is in a U-shaped mezzanine. This dramatic site contains a few alcoves and a room that effectively highlights single product lines or accessories.
- Apple’s layout handles the crowds very well. One bulletin estimated that there were 5,000 shoppers there by noon. Our observation was that there was probably 2,000 to 3,000 shoppers per hour at least, for a total first day attendance of approximately 30,000. Make that close to 100,000 for the weekend!
- Apple’s Grand Central Terminal will employ 315 people. On a return trip this past Monday, we counted 95 sales associates in red t-shirts. That is one sales associate for every 240 square feet. What is your store’s staff-to-space ratio?
Interesting to see:
- Lots of mature shoppers
- A lot of one-on-one coaching/selling
- Express workshops 15-minutes in length for busy New Yorkers
- The fabulous restaurants in the lower concourse of Grand Central Terminal and my favourite, the Grand Central Oyster Bar!
Some thoughts:
- Creativity pays off!
- These stores + website = awesome sales and the new retail formula!
- Nothing can beat the human-touch experience!
For more on interesting information on Apple go to http://www.asymco.com/
