Saturday, December 15, 2007

Team Munster Retail Checks

Last night Viv and I worked the action up at the Rosedale Apple store. Viv remembered her clicker but I forgot mine, so I used my finger counting (thanks to Sister Edna I have that valuable skill) as shoppers meandered through the 25 foot zone surrounding the store entrance.

Rosedale is a small store, about 2,000 square feet. People were entering the store at the rate of 260 per hour, consistent with our previous checks. Nearly 25 percent of mall goers who entered the "zone" were sucked into the store. Many were women, but there was still the occasional male veering toward the entrance only to be pulled away by the woman at his side. Viv calls those "mixed marriages". There were 50-60 shoppers inside the store at all times throughout our check period.

Viv went in to purchase an iPod. She saw a Macbook Pro, 3 iPods, and assorted software and accessories sold during the five minutes she stood in the checkout line.
But Apple needs to do something about the stroller problem -- not enough room to push a stroller into that store. Several times a baby pusher would stop outside the entrance and look wistfully into the store. At times these "stroller handicapped" shoppers blocked the entrance (tandem strollers were the worst -- when did they start making them to compete with Hummers on size?), making it difficult for other shoppers to enter or exit.

But overall, it's looking great for earnings.

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