Here’s a picture of the Apple Store in Bluewater, a shopping mall in Kent. It could be any Apple Store anywhere. Notice that it has nothing in the windows.
No marketing collateral, no promotional offers, no posters, no displays, no product, nothing. As far as I’m aware this only changes at Christmas when they have a simple Christmas product display.
There are over 300 shops in Bluewater and the windows of every other store are littered with marketing and special offers. Admittedly some of the more luxury stores have less stuff in the windows, but they all have something. You can barely see inside some of them.
Apple have the highest sales per sq ft of any retailer. 30% higher than the number two.
Highest sales. Nothing in the windows.
Those sales figures aren’t just down to the windows obviously. That’s down to a mix of product, pricing, atl marketing and other stuff.
But still, you’d think one of the others would have tried the nothing in the windows strategy.