MIAMI (CBSMiami/NSF) — With dozens of orders coming for the new Apple Watch, some may be wondering why Apple is pushing for online orders.
Inventory management seems to be a big reason.
Angela Ahrendts, Apple’s senior vice president for its stores, said the company expects “strong customer demand will exceed our supply at launch. To provide the best experience and selection to as many customers as we can. We will be taking orders for Apple Watch exclusively online during the initial launch period.”
The try-on visit “gives the air of concierge service and something extra to the process, while operationally it’s pretty smart for them,” says Anne Zybowski, vice president for retail insights at the consulting firm Kantar Retail in Boston.
It’s not unprecedented in retail to have a sales representative walk you through your options before buying. Think wedding dresses and home furnishings.
These visits are “more for people who are on the fence and want to explore what it is,” says Ben Bajarin, principal analyst at Creative Strategies.
Those who already know what they want will likely just buy it online.
(TM and © Copyright 2015 CBS Radio Inc. and its relevant subsidiaries. CBS RADIO and EYE Logo TM and Copyright 2015 CBS Broadcasting Inc. Used under license. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)