This past week I was at the opening of Apple’s latest store in NYC. It’s a work of art with a forty five foot glass wall, an all glass ceiling and marble walls. Along with that there’s the now iconic glass staircase. In many ways, it’s more a community gathering place for Apple customers and potential customers than it is a retail store. The beauty of the stores are effective but that’s not what’s ultimately driving sales. At the end of the day, the physical store is merely the visible manifestation of the Apple customer experience. Exercise if you’re Michael Dell. Build a store with a forty five foot glass wall and ceiling and see if you sell more PCs.

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