{"id":1498,"date":"2022-04-20T08:43:16","date_gmt":"2022-04-20T08:43:16","guid":{"rendered":"https:\/\/remarkable.se\/?p=1498"},"modified":"2022-09-01T08:01:52","modified_gmt":"2022-09-01T08:01:52","slug":"steve-jobs-came-up-with-the-perfect-retail-strategy","status":"publish","type":"post","link":"https:\/\/remarkable.se\/sv\/steve-jobs-came-up-with-the-perfect-retail-strategy\/","title":{"rendered":"Steve Jobs k\u00e4nde till den perfekta detaljhandelsstrategin"},"content":{"rendered":"
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Ett varum\u00e4rke \u00e4r mer \u00e4n bara ett namn och en logotyp, det innefattar \u00e4ven konsumenternas uppfattningar och k\u00e4nslor om produkterna och dess egenskaper. Ett framg\u00e5ngsexempel med en v\u00e4l genomt\u00e4nkt strategi \u00e4r teknikj\u00e4tten Apple \u2013 och allt b\u00f6rjade med butikerna.<\/strong><\/p>

Steve Jobs<\/strong>, grundare av Apple<\/strong>, visste att konsumenterna skulle beh\u00f6va uppleva deras produkter, annars skulle de vara chansl\u00f6sa gentemot konkurrenterna. Att placera en iMac mellan en Dell och en Compaq i en butik tillsammans med en s\u00e4ljare som rabblade tekniska specifikationer, utan att veta vad som var unikt med Apples produkter var ot\u00e4nkbart. Jobs f\u00f6rstod tidigt att m\u00f6tet mellan konsument och produkt skulle vara avg\u00f6rande \u2013 och att han beh\u00f6vde ha kontroll \u00f6ver det.<\/p>

Den f\u00f6rsta Apple-butiken<\/h3>

I boken Steve Jobs \u2013 The Exclusive Biography<\/a>,<\/em>\u00a0beskriver f\u00f6rfattaren Walter Isaacson utvecklingsf\u00f6rloppet av Apple's f\u00f6rsta butik<\/a> som \u00f6ppnade i Virginia, USA \u00e5r 2001. Under den inledande fasen intervjuade Jobs flera f\u00f6retagsledare i hemlighet f\u00f6r att ta del av deras insikter och erfarenheter.<\/p>

En av dem som intervjuas var Ron Johnson<\/strong>, vice VD f\u00f6r den amerikanska detaljhandelskedjan Target<\/strong>, en ansedd expert p\u00e5 att lansera unika produkter. Jobs m\u00f6tte Johnson i ett k\u00f6pcentrum d\u00e4r de vandrade runt och analyserade butikernas utformning och deras upplevelse. N\u00e4r Jobs p\u00e5pekade att det inte finns n\u00e5gra teknikbutiker i k\u00f6pcentret f\u00f6rklarade Johnson att n\u00e4r en kund ska g\u00f6ra ett stort och s\u00e4llsynt k\u00f6p, som exempelvis en dator, \u00e4r den villig att ta sig till ett mindre bekv\u00e4mt l\u00e4ge d\u00e4r butikshyran \u00e4r l\u00e4gre.<\/p>

Steve Jobs h\u00f6ll inte med, utan ans\u00e5g att Apple's butiker skulle finnas i gallerior, p\u00e5 huvudgator och i andra omr\u00e5den med mycket folk. \u201cVi kanske inte kan f\u00e5 dem att k\u00f6ra tio mil f\u00f6r att kolla in v\u00e5ra produkter, men vi kan f\u00e5 dem att g\u00e5 tre meter. Om de passerar kommer de att komma in av nyfikenhet, om vi g\u00f6r det tillr\u00e4ckligt inbjudande, och n\u00e4r vi f\u00e5r en chans att visa dem vad vi har, kommer vi att vinna\u201d menade han.<\/em>\u00a0 he said.<\/p>

En butiksupplevelse<\/span><\/h3>

Apple's f\u00f6rsta butik var designad och utformad f\u00f6r att attrahera m\u00e4nniskor, \u00e4ven om de bara passerade f\u00f6rbi. Till sin hj\u00e4lp hade Jobs designern Tim Kobe<\/strong>, grundare av strategiska designbyr\u00e5n Eight Inc.<\/strong>, som ber\u00e4ttar att hans st\u00f6rsta l\u00e4rdom fr\u00e5n att jobba med Steve Jobs var att \u201cskapa v\u00e4rde f\u00f6r kunderna ut\u00f6ver att s\u00e4lja produkter\u201d.<\/p>

Har du kontroll p\u00e5 upplevelsen?<\/span><\/h3>

Vikten av en varum\u00e4rkesupplevelse har inte mattats av, snarare tv\u00e4rtom. Under de senaste sju \u00e5ren har vi hj\u00e4lpt Apple att etablera sitt koncept i butikskedjor och varuhus. H\u00e4r har vi samlat n\u00e5gra insikter fr\u00e5n v\u00e5rt samarbete med v\u00e4rldens mest framg\u00e5ngsrika teknikf\u00f6retag.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tKampanjer har blivit den viktigaste aktiviteten i butik. <\/b>F\u00f6rr presenterades produkter i olika prissegment i butikerna. Nu presenteras den produkt som ing\u00e5r i en kampanj. D\u00e4rmed har kampanjer blivit den viktigaste aktiviteten i butik och f\u00f6r att lyckas beh\u00f6ver du vara noggrann med tajming, produkter och utbildning.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tV\u00e4lj ut n\u00e5gra strategiska butiker. <\/b>Koncentrera dig hellre p\u00e5 f\u00e5 enskilda butiker och strategiska handlare som vill vara med och supporta ditt varum\u00e4rke. Det ger kunden ett st\u00f6rre v\u00e4rde och en b\u00e4ttre varum\u00e4rkesupplevelse \u00e4n om du v\u00e4ljer att g\u00f6ra ett halvhj\u00e4rtat avtryck p\u00e5 flera platser.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tTa kontroll \u00f6ver upplevelsen.<\/b> Om du inte aktivt arbetar f\u00f6r att p\u00e5verka varum\u00e4rkesupplevelsen kommer den att forma sitt eget liv d\u00e4r ute. Med st\u00f6rsta sannolikhet p\u00e5 ett s\u00e4tt som inte gynnar ditt varum\u00e4rke. D\u00e4rf\u00f6r m\u00e5ste varje f\u00f6retag g\u00f6ra allt f\u00f6r att varum\u00e4rket ska uppfattas p\u00e5 det s\u00e4tt som \u00e4r t\u00e4nkt, det leder till en bra och l\u00e5ngsiktig relation med medarbetare, kunder, leverant\u00f6rer och aff\u00e4rspartners.<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    A brand is more than just a name and a logo, it also encompasses consumer perception and sentiment towards the product and its features. Tech giant Apple has long been one of the best examples of a successful and well-considered brand strategy \u2013 and it all began with their stores. Steve Jobs, co-founder of Apple, […]<\/p>\n","protected":false},"author":1,"featured_media":1572,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[11,22],"tags":[14,21,20],"class_list":["post-1498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","category-store-staff","tag-retail","tag-store-manager","tag-store-staff"],"yoast_head":"\nSteve Jobs came up with the Perfect Retail Strategy — Remarkable<\/title>\n<meta name=\"description\" content=\"Tech giant Apple has long been one of the best examples of a successful and well-considered brand strategy \u2013 and it all began with their stores. 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