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The Success of Apple Retail Stores

The former head of Apple's retail division, Ron Johnson, who along with Steve Jobs, turned Apple Stores into a successful business model, has said that he had to ‘reimagine' everything.

In an interview in the December 2011 edition of the Harvard Business Review, Johnson said that he reinvented the retail business by focusing more on consumer experience.

Johnson, when asked how he turned Apple's brick and mortar Apple Stores into a successful venture even as people continued to shop online, said that physical and virtual shopping were tightly integrated, Apple Insider reported.

"In reality, what's growing is physical retailers' extension into a multi­channel world. It's not as though there's a physical retail world and an online retail world, and as one grows, the other declines. They're increasingly integrated," he said.

He said that in order to create a successful retail chain, companies had to focus more on customer experience than find out ways to increase sales, going on to declare that people come to Apple Stores for the experience.

"People come to the Apple Store for the experience - and they're willing to pay a premium for that," he said.