Apple tops in retail, universal stores lead online
updated 12:20 pm EST, Tue November 3, 2009
Consumer Reports marks electronics shops
Apple leads in brick-and-mortar retail stores but is no match for more universally oriented stores online, Consumer Reports says in its December issue (subscription needed for results). Of all major physical retailers, Apple scores the highest in a reader study. Although tied with Costco for an official 90-point score, it ranks highest through its perceived product quality, customer help and the ease of the buying process.
The Mac producer's score comes despite its consciously limited product range and Apple's typical resistance to offering sales and other special deals. It also has a below-average return window of 14 days compared to 30 or longer for some locations, including Costco.
The same charts reveal that shoppers tend to prefer the experience in smaller chains like Ultimate Electronics (also 90 points), Sony (88) and Ritz Camera (88) than in large store outlets like Best Buy (82) and Fry's (81), where the scores belie an overall below average experience for quality and service.
However, Apple is knocked entirely out of the top 15 in online stores. The field here is led by Vanns and B&H, the two of which are tied for a high 95-point score. Most of those at the top are more generic electronics retailers like Amazon, Crutchfield and Newegg, all of whom were just a point off from the top. Brand-run stores from Dell and Sony still score relatively highly at 90 points each but are significantly lower.
No explanation is given for Apple's absence from the list, but its online store is more specialized for its own products where Dell often sells many products that compete with its own or are almost entirely unrelated to its core PC business, such as game consoles. Sony only sells its own brand but also designs a much wider range of products.
deja vu
11/03, 12:38pm reply
This story appears twice on the main page...
GreenMnM
Junior Member
Joined: Nov 2000
Makes sense
11/03, 12:41pm reply
With the possible exception of the free-shipping and free ipod engraving, there is rarely a reason to buy from apple.com. Oh yeah, except for the student discount if appropriate. But who cares; Apple isn't competing with Amazon for online business.
As far as brick and morter (or glass and steel) retailing, it's hilarious that Apple and CostCo are used in the same sentence. Can you think of 2 more opposite approaches to retail? But they both work, so it's all good.
malax
Fresh-Faced Recruit
Joined: Aug 2006
Re: Makes sense
11/03, 01:10pm reply
Well, if you're planning on customizing your purchase, you might as well buy from the on-line store.
If you're planning on buying off-the-shelf, you'd be better off buying on-line from Amazon. Discounts on the price and no sales tax.
But bear in mind this survey was done before the MS store opened! Once those numbers come in, we're going to see....well....probably not much difference.
testudo
Fresh-Faced Recruit
Joined: Aug 2001
welcome
11/03, 01:10pm reply
Welcome to costco, I love you ;)
byRyan
Fresh-Faced Recruit
Joined: Jun 2007
Amazon's sales tax
11/03, 02:34pm reply
For some reason, NY state legislators were able to persuade (strongarm? blackmail?) Amazon into withholding sales tax for orders shipping to the state, so no, for me, I don't order from Amazon anymore. MacMall is the online shop for me if I want a brand new Mac with the lowest price, free shipping, no tax and some cheap freebies.
However, my last 6 Macs were ordered online from Apple, as they were all refurbished, and Apple's selection (and pricing) of refurbished Macs is by far the best out there (very few other outlets even have Mac refubs to begin with).
So yes, the only reason to buy from Apple online is customisation and refurbs.
vasic
Fresh-Faced Recruit
Joined: May 2005
Discounts
11/03, 04:46pm reply
I only order from the Apple store if I can get the student discount or I am buying refurbished. Otherwise Amazon, Newegg or Smalldog are all better choices.
lamewing
Forum Regular
Joined: Aug 2004