RETAILER Harvey Norman has opened its first Apple store-within-a-store at its Wairau Park outlet on Auckland’s North Shore.
Creation of the area, designed to provide a place with an Apple look and feel where customers can gain hands-on experience in the Apple product range, is funded by Apple distributor Renaissance, which also employs an Apple Sales Consultant (ASC) to staff the area.
The store-within-a-store concept is part of a strategy announced by Renaissance last year to boost Apple’s presence at mass merchants, and earlier this year the company implemented a programme that mirrors Apple’s moves in Australia by deploying ASCs at retailers.
Natalie Brown of Renaissance’s Apple division says the store-within-a-store experience provides visitors with a chance to test-drive Apple’s entire product line such as iPods and the full range of Apple notebooks and desktop computers.
“Spanning over 800 square feet, the Apple area radiates a modern look and feel, with tiled-wood flooring and pristine white custom-made fittings,” she says.
“The area has been designed to provide the ultimate visitor experience, where customers can get hands-on, while also complementing the unique Apple product range.”
The Harvey Norman Wairau Park Apple area is the first to be opened, but other stores-within-a-store at a number of Harvey Norman outlets, including Mount Wellington (Auckland), Manukau, Hamilton and Porirua, will be launched shortly.