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Sneaky Ways Apple Stores Get You To Spend More Money - YouTube
Channel: Business Insider
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Apple stores were the most profitable
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retail stores per square foot in 2017
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beating out brands like Tiffany and
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Lululemon other stores have tried to
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copy the formula but these feel like
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imitation rather than innovation Apple
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stores are a core part of Apple's brand
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and of spreading that brand our stores
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are also the best place to go discover
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explore and experience our new products
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an apple store is an apple paradise and
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anyone walking by can see this utopia
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because most Apple stores have big glass
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walls when they see that other people
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are inside engaging of the product
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there's a general social desire to
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belong that's Jim Morey
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he teaches marketing at DePaul
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University and so there's this FOMO like
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you're missing out quality of wanting to
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go inside and see what the new thing
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happens to be of a store and once
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customers get into the store they tend
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to stick around because Apple stores are
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just plain cool
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each stores design is a sleek and modern
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as Apple's products the flagship stores
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even double as tourists destinations
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each one is like a beacon with multiple
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floors indoor trees and incredible
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architecture Apple stores Wow customers
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with more than just the products and the
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stores are filled with visual cues that
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get the customer's attention you can see
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every shiny new model on display after
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using the iPhone 11 you know exactly how
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much better it is than your old iPhone 7
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once people have their hands on
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something they're more likely to
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purchase it as soon as they feel some
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sense of ownership of the product they
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actually value it more once it's in
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their possession and this adds a reason
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to go to the store even if you're not
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planning on buying anything you can go
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just to play with the new products the
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longer you keep people in the store the
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more likely they are to buy something
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they're carefully curated and they
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change seasonally to always feature our
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newest products and services
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there's this notion of the pain of pain
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when we know we are an expensive store
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the more we can sort of mitigate that
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feeling of pain by like maybe hiding the
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price tags in a sticker shock the better
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off we are
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Laurie explained that when you feel that
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a price is unfair you actually have more
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activity in your McDole a part of your
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brain that processes emotional pain you
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can almost imagine is like a you know a
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plus and a minus and if the plus
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outweighs the minus then I'm more likely
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to purchase it in an Apple store the
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price tags are very small so even though
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the products are expensive you're not
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thinking about the price good for the
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amygdala there's also an aspirational
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quality to apples products with Apple
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devices loyal customers feel like
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they're getting the best of the best
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there are no giant sale or clearance
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stickers that devalue the products and
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the staff makes customers feel important
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by showing individualized attention we
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want to make the happy experience and
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the ease the convenience as great as
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possible and minimize that inconvenience
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or that pain of paying as much as
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possible it turns out Apple is really
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good at this when it's time to check out
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there's no line and no cash register
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painless the phone you've been playing
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with for the past 20 minutes is now
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yours and you told yourself you weren't
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planning on buying anything in the last
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few years
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Apple has created even more reason to go
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to an Apple store adding free classes
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called today at Apple on topics like
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photography and coding these classes are
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also a part of Apple's vision for its
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stores as a part of the community we
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call them town squares because they're
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gathering places but the Apple Store
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utopia might not be as glorious as it
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looks from the outside
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in the past year there have been reports
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of customers facing long wait times and
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overcrowded stores customers and
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reporters have lamented the loss of the
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seamless Apple Store Apple might have to
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rethink its retail strategy if it wants
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to maintain the store's reputation
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ultimately Apple wants its stores to
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have a positive impact on its customer
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when it gets it right it makes spending
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money really easy
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