Two Switzerland Stores Open This Week

The first two Apple stores to serve Switzerland residents will open this week, according to a local media interview with Sr. VP Retail Ron Johnson. On Thursday the 25th the Rue de Rive store will open in the downtown area of Geneva, in a T-shaped layout that was a former theater. The next day, on Friday, the Glattzentrum (Zurich) store will open in a typical layout for a mall location, northwest of city center. During a wide-ranging interview, Johnson also mentioned that the Bahnhofstrasse store in Zurich will open in December. Read more tidbits of information from the interview after the break.In an interview with Tages Anzeiger, Johnson answered questions on a wide variety of subjects, providing a few new perspectives. He noted that the store philosophy revolves around spacious and bright locations, putting no obstacles between the customers and products, and using quality products–wood, steel, Italian stone an glass.

When asked why Apple was now focusing on Switzerland, Johnson noted that the retail initiative was in its eighth year, and that Switzerland was the company’s eighth retail country. He said the country, “has long had the highest Mac market share in the world,” and that the country’s residents are very technology oriented. He described Geneva and Zurich as “great, cosmopolitan cities, “and so are a good location for us.”

He said that the Switzerland stores will have about 50 employees each, all working on a no-commission principle.

When asked about effect of Apple’s retail stores on local resellers, Johnson repeated what the company has said before–that resellers end up selling more products after an Apple store opens in the area. “The more choice for customers, the better,” he said.

The reporter asked Johnson about the effect of the current U.S. economic situation on sales of Apple products. Johnson noted that the economy goes up and down, and recalled the impact of the September 11th terrorist attacks that occurred just four months after Apple’s first store opening. He said the stores sold fewer products during that period but, “Long term, our business was very successful.” He explained, “Stores are always a long-term investment, since we cannot be deterred by short-term economic forecasts.”

Asked about Apple’s “secret recipe” for retail sales, Johnson stressed the long-term view. Offering products to someone with money will result in a short-term sale, he said. “We are seriously trying to build a long-term relationship with our customers,” he said. “And that pays off–we have the highest sales per-store in history for all retail chains.”

On the subject of theft, Johnson said simply, “The Apple stores have absolutely no problems. You see, shoplifters don’t like bright places with many people and many employees.”

Lastly, the reporter asked why Apple’s competitors had not copied the company’s retail strategy. “Because it is very difficult to operate store successfully,” Johnson replied. He noted that Gateway, Sony and Dell had all tried retail operations, but had closed them down. “Retailing is a tough business,” he said, “and most companies don’t under that and appreciate that.”

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