A Place for Experience

A good execution in Marketing Mix is essential for a brand to obtain success in their journey.
One brand with a good Marketing Mix execution is Apple. 
Today I’ll go talk a little more about one “P” – PLACE.

Image 01 – Apple China Store. 

In all execution, online and off-line, Apple shows us how to create a perfect customer experience. 
Firstly let’s understand a bit more about Customer experience definition.
I chose this one, that quickly helps us to understand this:
  “Forbes says that customer experience is the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization. Some companies are known to segment the customer experience into interactions through the web and social media, while   others define human interaction such as over-the-phone customer service or face-to-face retail service as the customer experience.”
With this definition, let’s go to understand in details Apple’s execution in each different “Places”
STORES: 
More than a simple store, Apple uses their spaces to promoting an exciting consumer experience.
All places are perfectly designed to create an ambient where consumers can see, touch and understand more about products and features.
Clean, without checkouts, with an expert team perfectly trained, you can only spend a time looking, using the Genius Bar,  and also talk about a product problem with an expert that will help you fast and without leaving you feeling angry with the brand.
Image 02  – Apple store in Dubai. The biggest Apple store in the world available to open this year, in august.
Image 03  – Apple Store Regent Street – London – UK 
ONLINE: 
The online place is designed to deliver the best consumer experience too.
Beautiful and friendly, Apple’s website offers what we need in a simple form.
With just some clicks we can buy a product, or understand a more about features, watching amazing videos e seeing perfects photos that show all details to help you in your buying decision.
Image 04 – IphoneX
Here is important to talk about another definition that is used for the places success:  Segmentation.
I chose this definition to help us to understand better this point:
  “Market segmentation is a marketing term referring to the aggregating of prospective buyers into groups, or segments, that have common  needs and respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who  perceive the full value of certain products and services differently from one another”.

Every  Apple’s place has perfect segmentation to help customers to be more assertive in their choice.
It looks like simple when we see the segmentation working perfectly, but is a complex decision.
Online You can easily set up if you need a product for work or personally. You are studenty or a professional.
At stores, the showroom shows you all portfolio and lets you try the product to see if it’s is really what you need.
Image 05 – Apple Student segmetnation
To work with a perfect segmentation makes the complete difference in PLACE experience. It help’s us to find what we need easier and faster, leaving us with a satisfaction sensation … “oww I found the product perfect for my necessity”  or “my problem was solved so fast”.
Image 06 – Apple Support
In conclusion, a perfect experience is not a simple thing but with this brands can delivery above the expectation. Its possible to transform a “looker” in a “buyer”. A “buyer” in a “brand lover”.

Credits:
Image 01 – Apple China Store: Image Available at https://www.redherring.com/startups/apples-china-app-store-attacked-aa-flights-grounded-ad-blocking-apps-boom/

Image 02  – Apple store in Dubai. The biggest Apple store in the world available to open this year, in august.
Image and information available at https://www.cultofmac.com/323012/worlds-biggest-apple-store-will-open-in-dubai-this-summer/
Image 03  – Apple Store Regent Street – London – UK Image Available at https://www.express.co.uk/life-style/science-technology/720866/Apple-Store-Regent-Street-Flagship-Redesign-ReOpening
Image 04 – IphoneX – Available at https://www.apple.com/
Image 05 – Apple Student segmentation – Available at https://www.apple.com/
Image 06 – Apple Sport – – Available at https://www.apple.com/

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