Apple's online store will have some differences, such as selling a wider range of customized devices and accessories, and offering trade-in programs. However, the prices will not be as attractive as those of retail stores.
Starting on the morning of May 18th, Apple's online store began operations in Vietnam. This model isn't new in the electronics industry, where a brand sells devices directly to consumers online, but it still attracted attention because it marks Apple's first time directly selling retail in the domestic market.
Price isn't Apple's strong point because of its "one price" policy; the company usually only sells at the original listed price and doesn't offer as many discounts as retailers. However, its diverse product range, guaranteed delivery times, and accompanying services give Apple an advantage when consumers choose to buy Apple products.
Many hard-to-find products are available.
In a press release, Apple Vietnam announced that its first online store will offer a full range of Apple products. This standard is applied to Apple Online Stores globally, and is one of the major strengths of this sales model.
On the Apple Store Online, users can find a full range of Apple Watches with special bands, computers, monitors, headphones, and other unique accessories rarely sold in stores in Vietnam. In addition, the store also offers customization services such as engraving names on iPads, iPhones, and AirPods right from the purchase stage.
The Mac Studio model is out of stock at Vietnamese retailers but is available for delivery when purchased through the Apple Store, and users can even customize the configuration. Photo: TGDĐ, Apple.
For example, more than a year after its launch, the Mac Studio remains Apple's best-performing mini PC. However, most retailers in Vietnam have stopped selling this model after a clearance sale earlier this year. The device belongs to a niche market, priced above 50 million VND, and targets a specific customer segment.
The product's discontinuation forces consumers who want to buy it to resort to unofficial options or used products, which carry many potential risks.
Meanwhile, all configurations of the Mac Studio are still available on the Apple Store Online. The device may not be readily available for immediate delivery. Apple will still offer pre-orders for a limited timeframe. This is an advantage when the manufacturer sells directly to the end user.
In Vietnam, except for iPhones, which have a guaranteed stable market, most other product categories face inventory pressure. Retailers are generally reluctant to keep devices on shelves for too long, risking depreciation when new models are released and incurring additional bank debt.
On the other hand, many retail systems set a fixed number of product models for sale. To add new items to online or offline shelves, the retailer must remove old models. Therefore, in this case, Apple Store Online holds a monopoly on supply.
During the upcoming iPhone 15 launch, the Apple Store Online will also have pre-order and initial delivery dates similar to those of domestic retail chains. If supply chain issues arise, as happened in 2022, it's highly likely that the online store will also be affected.
However, Apple's sales website has a constantly updated system that displays delivery dates closer to reality, which can provide a better user experience. Meanwhile, in previous iPhone launch seasons, most Vietnamese retailers accepted unlimited deposits from customers, although it was difficult to guarantee timely delivery.
Many services are only available on the online store.
Apple says it wants to provide an online shopping experience similar to that of traditional stores. The website has a fairly thorough advice section to help users choose products that suit their needs.
When launching the Apple Online Store, Apple simultaneously announced customer service via chat and phone in Vietnamese. According to some sources, Apple has directly and indirectly recruited customer service staff in Vietnam and trained them over the past few months.
Apple offers several trade-in options for old devices when users buy a new one. Photo: TA.
One of the services Apple offers exclusively through its online store is trade-in. Previously, retail stores had trade-in programs, particularly popular during new iPhone releases. However, the program directly managed by Apple will have some differences.
When purchasing a new product online and having an old iPhone they no longer use, customers can choose Apple Trade In and declare the condition of their old iPhone during the purchase process. Apple will send a cardboard box with instructions around the same time the new iPhone is delivered. Users will transfer data, pack their old iPhone, and return it to the address provided in the instructions.
It's also worth noting that when choosing to trade in an old iPhone with Apple, users don't necessarily receive a discount voucher. In cases where the iPhone is old and no longer worth much, Apple will offer free recycling of the device.
A special discount program for students is also available on Apple's online store. Apple will have partners verify student information, and this group will receive better prices when purchasing products, including devices and services.
Additionally, users can also choose installment payment plans when purchasing products on the Apple Store Online. Currently, this service is only available through the partner Momo.
The services accompanying the launch of the Apple Online Store on May 18th. Photo: Apple.
The Care+ plan will also be offered as an optional add-on when users purchase a device at the Apple Store Online. This plan will be included and activated at the time the customer receives it from Apple.
When comparing Apple Stores to other retail systems, the company's prices are generally a notch higher, placing them among the most expensive on the market. However, Apple's physical stores remain profitable despite high operating costs and expensive rent.
Recent research published by Cost shows that Apple leads in terms of profit generated at its stores in the US. Each square meter of an Apple Store generates approximately $60,000 in revenue annually.
Besides higher-than-average device prices, the Apple online store also faces barriers to online business. Vietnam is still an emerging market with unique shopping habits that rely heavily on offline options. The proportion of online electronics purchases is currently below 20%. Therefore, Apple will have difficulty convincing consumers to buy online.
According to Zing
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