It’s very cool to see the retail machine that is the Apple Store in full motion.
I fancy myself a retail anthropologist, and on a recent trip to Chicago saw this window display and thought it fascinating. Ok, you say – you’re probably an Apple fanboy – but there are a couple of things here that are particular interesting in the way that they amplify the Apple Marketing Message and make it real.
First, this display really brings the promise of the iPhone 4 video calling feature “Facetime” to life. Never mind that the call is not actually live and that you are seeing video sourced from an Apple commercial. In fact, the video is probably recorded from two iPhones, yet seeing it much much larger than life gives it greater impact.
Second, the video catches your eye and brings you into the store. Many displays in store windows are static and don’t utilize video. This video is attractive, well-lit, and tells a great story: “Come inside, you’ll really want to try this.”
Finally, the giant iPhone 4s reinforce the marketing message that Apple is broadcasting in its TV ads. Never mind the actual phone you’ll receive in the box is much smaller — it’s a compelling story that brings you inside the store.