Re: [iPad] why the Apple "store" had to go

 

How can it be better integrated when I want to see accessories, and they are removed from the top menu, I now have to look elsewhere, like the fine print menu at the bottom of the page. Thanks for that

From: "David Smith david.smith..14916@gmail.com [iPad]" <iPad@yahoogroups.com>
To: iPad@yahoogroups.com
Sent: Monday, 10 August 2015 12:06 PM
Subject: [iPad] why the Apple "store" had to go

 

From the WSJ:


Apple Inc. has closed its online "store" in an effort to sell more.
For years, Apple kept its product information distinct from e-commerce on its website. Customers interested in an iPhone or a watch had to click on the "store" tab to initiate a purchase. It added many clicks to the buying process if they had already waded through pages of information about the product.
Now the company has done away with the "store" tab on apple.com. Instead, it has added a "buy" button to product information pages, offering a direct purchase option common on other e-commerce sites like Amazon.com and Walmart.com.
"Our customers want to explore, research and shop in one place," Apple said in a statement. The idea behind the new site is "to give customers one simple destination to learn and buy without navigating between two different sites."
Apple's e-commerce redesign is long overdue, analysts say. It is among the most-visited websites world-wide, and has become an increasingly important cog in its retail sales. For instance, when Apple debuted its watch in April, the company sold the device only online. Most of Apple's products are distributed through wholesalers, according to Sucharita Mulpuru, an e-commerce analyst for Forrester Research.
But its shopping site didn't work well on mobile: the website wasn't optimized for access through a mobile device, making it difficult to browse and buy, according to analysts. However, Apple ranked last of 20 sites surveyed by Forrester last year, called "Who does mobile commerce well?"
"Half of e-commerce traffic comes from mobile, but Apple was not optimized for the longest time," said Ms. Mulpuru. The percentage of visitors to Apple's website who make purchases should increase thanks to the redesign, she added.
Apple's previous website design—splitting product information and buying—reflected the company's internal organization, said Ms. Mulpuru.
Better integrating shopping into its website is also a play for international consumers, analysts say.. In India for example, there aren't as many bricks-and-mortar Apple stores. Since 90% of Indian customers do online research before making a purchase, making it easier for them to buy could help Apple gain traction in developing countries, said Ben Bajarin, director of Consumer Technology Practice at Creative Strategies, a research firm.




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Posted by: Tony <tdale@xtra.co.nz>
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