“It didn’t work five years ago, but a rejuvenated image and fast-approaching holiday shopping season have returned Apple Computer to Circuit City, where this month it will again try its hand at selling Macs,” Kasper Jade reports for AppleInsider.
“Starting next week, a handful of Circuit City stores in the eastern U.S. will feature a selection of Macs including MacBooks, Mac minis, MacBook Pros and iMacs, AppleInsider has learned. The initiative is part of a new pilot program, which if successful, Circuit City hopes to expand to many of its retail stores, people close to the electronics retailer have said,” Jade reports.
“Last week, select Circuit City employees were sent to Apple’s headquarters in Cupertino, Calif. where they were paired with Apple Solution Consultants (ASCs) for a week-long training expedition. The goal of the program was train Circuit City reps to effectively market the Mac and its strong-points, rather than lure prospective buyers towards their own familiarities in the Windows PC isle,” Jade reports.
“In July of 2000, the two companies announced they were teaming to offer Apple’s iMac, iBook and AirPort products throughout Circuit City’s then 570 retail stores. But with Mac maker cutting the ribbon on 27 of its own retail stores the following year, the two companies mutually decided it would be best to go their separate ways,” Jade reports. “Things could play out differently this time around, say insiders. With its brand now booming and the first signs of Mac market share gains peering through the clouds, Apple is reportedly considering a move that would pull ASCs from CompUSA boutiques — a deteriorating model — and reassign them to trendy Circuit City posts. Insiders say the Mac maker’s relationship with CompUSA has been waning with each new Apple retail store it launches.”
Jade reports, “Earlier this year, Apple began testing a similar pilot at select west coast Best Buy locations. Like Circuit City, Best Buy has indicated that it is prepared to scale the pilot program ‘rapidly’ if results prove strong. During a conference call in July, Apple said was ‘evaluating results’ of the program but had nothing new to announce at that time.”
More in the full article here.
[Thanks to MacDailyNews Reader “mango” for the heads up.]
You want back into the Mac market? Apologize to Mac users first – September 04, 2006
Best Buy test-selling Macs using Apple-trained Best Buy employees – June 21, 2006
Analyst: Best Buy may ‘rapidly’ expand Mac pilot program – June 05, 2006
Best Buy now selling Apple MacBook Pro, MacBook, and iMac models – May 31, 2006