In 2003 Apple Computer signed a reseller agreement with Best Buy to sell select computer products in about 50 Best Buy stores. Presumably, if the program is successful, additional Best Buy stores would begin to carry Apple computers. All Best Buy stores already sell iPods.

After a tipster identified a Bay Area store that is part of the pilot project, I visited to evaluate the placement, display and maintenance of the Apple section. I was pleasantly surprised. The store has three sections where Apple products are sold: in the desktop section, in the laptop section, and in the mp3 player section.

The desktop section includes both a 15 and 17-inch iMac, an eMac, a 17-inch LCD monitor attached to a G4, and a G5 attached to a third-party 21-inch LCD screen. The laptop section includes both a 15 and 12-inch Powerbook, and a 12-inch iBook. The mp3 section includes the various iPod models--10, 15, 20 and 40 Gb.

With the exception of the mp3 player section, Best Buy appears to be doing a very good job of presenting Apple merchandise, at least at this store.

First, the Macintosh desktop models are located right along with the Windows computers, and are clearly marked with "Apple" signs above eye-height, so you can see it over the aisle partitions. There was overhead storage for Macintosh models, which increased the section's visibility from a distance. The Macintosh laptops are likewise integrated right into the other laptops. So the Macintosh areas are easy to find, and the Macintosh computers are given equal treatment to a Windows computer.

Next, the desktop area is well maintained, orderly, and the computers were all turned on and operating properly. There are obvious and clear feature and pricing signs, and there are Apple-provided informational cards for each computer model (iMac, eMac and G5). In addition, an Apple-trained Solutions Consultant was on-duty, wearing a very nice medium-blue long-sleeve shirt with a darker blue, embroidered Apple logo on front. He was friendly and attentive. So it appears the Macintosh section is inviting and there is lots of information available for the potential buyer to read and take away.

Two of the computers were connected to external devices--an iMac was cabled to a digital camera, and the G5 was cabled to a digital camcorder. Between the G5 and eMac were an iPod and an Airport Base Station. The display adequately demonstrates the Macintosh's multimedia capabilities, including digital photos, video and music. However, I didn't see Apple's new iLife software displayed anywhere.

The laptop section was similarly well-marked, gave equal display space to the Powerbook and iBook models, and had information cards and brochures. There was also .Mac and Apple Care brochures next to the laptops.

The mp3 player section of the store continues to the weakest point of sales for Apple merchandise. As I've ranted previously, the entire area is poorly marked, no iPods are visible, iPods are stored in a locked cabinet at foot-level, and even then the iPods are pushed to the back where you have to almost lie down to see. Walking into the aisle, it's literally impossible know you're coming up on iPods, unless you read the fine print on the price cards. Comparing the presentation of the desktop and laptops models to iPods, it's obvious which product suffers--which is odd, considering the iPod should be the product receiving the most exposure in this period of interest in music and the iTunes Music Store. Get those iPods out front!

Solution: at the least, there should be some type of iPod display at eye level on the aisle. Apple stores allow customers to pick up iPods, squeeze them, use them, and get a feel for what the experience is really like. This is an important aspect of selling the iPod! If actual iPods can't be displayed up-top, then there should be significant signage promoting the iPod. And lastly, it should be easier for a customer to look inside the case to see if the model they want to buy is available--move the case higher so no one has to get down on their knees.

Products Available:

• iMac - a single 15-inch was displayed, but both 800 MHz and 1 GHz models are available
• iMac - a single 17-inch was displayed, but both 1 GHz and 1.25 GHz models are available
• eMac - standard model displayed
• G4 - 1.25 GHz model displayed
• G5 - 1.6 GHz model displayed
• 17-inch Cinema Display
• Powerbook - 12-inch and 15-inch models displayed
• iBook - 12-inch model displayed
• iPod - 10, 15, 20 and 40 Gb models available
• Airport Base Station - one model displayed

Overall, I give Best Buy a B, mainly because their display is clean, uncluttered, and helps store visitors focus on a few products in one view. However, there is considerable opportunity for improvement in the presentation of iPods.

[Also see the evaluation I preformed on CompUSA]

[In June 2004, Apple officially announced that it ended its pilot marketing program with Best Buy for computer products. Best Buy continues to successfully sell iPods at its stores.]