It’s all about mind-share, and Apple’s mojo’s rising with UK computer buyers flocking to the company’s retail outlets when they want to buy a new PC, or should we say, Mac.
Don’t believe us? Then mosey over to independent consumer’s association title, Which? Computing, which has declared Apple Retail Stores to be the favourite choice for British consumers looking to buy a new computer.
And shoppers like what they find in-store. Apple retail in the UK has an overall approval rating of 88 per cent, with the company at number one on the customer satisfaction table, based on a survey of 7,683 online panel members.
As we reported some time back, the survey also rated the best laptop and desktop brands, with Apple again leading the pack in the desktop category with a customer score of 94%.
“Although there are only a small number of Apple shops across the UK, they were praised for providing customers with all the information required, and for the availability of sales staff,” the report notes.
This is probably why Apple’s currently hiring some of the brightest and best retail executives to spear-head future European expansion of its highly-successful retail initiatives.
Compare consumer sentiment concerning Apple with that surrounding the big name UK PC sellers. Computer high street PC giant PC World was ranked in bottom place in a recent survey of technology retailers achieving a disappointing customer score of just 42%. Currys was also languishing near the bottom with 45%.
Does anybody out there think Microsoft will do a better job than that done by its long-term ‘partners’ in PC retail when it launches its own chain of corner computer shops?
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