Apple is on a roll. Apple shop opened in TSUM
July 31 at the same time as the start Apple sales Watch in Russia Russian Apple The first personal store appeared in the capital's Central Department Store. TJ attended the opening and found out what is special about the store and what kind of people came to experience the experience as close as possible to this Apple Store.
There are a lot of subtleties surrounding the new Apple store. First of all, they are connected with the name: what appeared in TSUM is called Apple Shop. This is a department store with a “shop in shop” format area - a regular point of sale in mall.
However, the Apple Shop at TSUM is not an ordinary store. It is considered a department store (translated into Russian as “department store,” which explains the choice of location), that is, it belongs to the highest category of retail space: higher than that of boutiques.
The Apple Shop at TSUM is Apple's fourth department store worldwide. Such luxury stores can be found at Galeries Lafayette in Paris, Selfridges in London and Isetan Shinjuku in Tokyo.
Apple has only four stores like TSUM in the whole world.
In TSUM Apple rents an area of about 300 square meters: visually it seems that the space is much smaller, but this also includes warehouses with a checkout area. All consultants and salespeople are employees of the Russian branch of Apple and undergo special training - by the way, just like Apple Shop employees located on the territory of partner stores.
The store at TSUM is not the only place where you can officially buy Apple Watch with Russian guarantee. In Moscow, they are also exhibited in 14 re:Store stores, and in one Cstore, owned by Svyaznoy. In St. Petersburg, the iPort network handles sales, and re:Store has another store. Later, the watch will appear in other stores - for example, M.Video.
The Apple Shop is located on the ground floor in the middle of the TSUM trading floor: at the opening, the area was fenced off due to the influx of visitors, and about ten security guards were stationed in the corners. The consultants themselves are dressed in the same black trousers and shirts and wear special radios with headsets - the work of the store is coordinated.
Unlike the start of sales in Cstore, there was a certain excitement at the opening of the Apple Shop in TSUM: by 10:00, when the department store opens, about 50 people lined up in front of the entrance. But, as they told TJ at re:Store, their sales level in the first hour also turned out to be decent - much more than a few dozen pieces ( exact figure not disclosed).
Although people began lining up at the Central Department Store long before the start of sales, when the department store opened, the entire crowd was allowed inside, and order was not maintained. For the first half hour, there was a crush inside: it was clear from the faces of the consultants that they did not have time to process all the questions.
Due to the fact that the new watch was constantly touched by greasy fingers, the employees did not part with rags for wiping.
It turned out that some of the visitors who came to the start of sales are of the opinion that the first version is not worth buying, since Apple should release the second generation relatively soon." smart watch"with numerous modifications. There are rumors that they will have a camera, and also fix some minor bugs - for example, now on the Apple Watch you can only receive a regular call, but not a call via FaceTime.
There were indeed sales on the first day (by the way, the devices are issued in TsUM branded packages), but the majority still came for a real fitting. Adult men complained about the clasps that caught hair, while young girls, on the contrary, noted the variety of straps. There were also children: some came with their parents, while others sent photos to their mothers via messengers.
All demo versions of watches without protection against theft were stored in special cabinets - they were closely watched by security.
Some compared different straps, wearing two pairs of watches at once.
People watched what was happening from the upper floors.
The head of the administration of the Lipetsk region Oleg Korolev, known for shocking performances.
Children, grown men, girls - and very long rows with all sorts of options hours.
The old watches had to be discarded.
The day before Apple smart watch Watch in Russia, the Apple company Apple decided to launch new shop own products. The official opening took place yesterday new Apple shop in a “shop-in-shop” format.
Apple Company during the presentation of her new outlet, she noted that she considers the Moscow TSUM the largest high fashion department store in Eastern Europe and one of the most fashionable places in Moscow. Like Galeries Lafayette in Paris, Isetan in Tokyo, Selfridges in London, TSUM has a unique heritage that combines innovation with style and fashion. That's why new Apple store shop will operate in TSUM. Moreover, the “point” of the American company is located right in the center of the store, in the Atrium of the Central Department Store, where Apple products are available to customers Watch Sport and Apple Watch, as well as iPhone, iPad, MacBook and Apple accessories. A special zone has also opened at TSUM service with the provision of diagnostic services directly on site. Thus, despite all the crisis circumstances, Apple is only increasing its presence in Russia.
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Official Apple Shop in the center of Moscow in the Central Department Store (Petrovka St., 2).
Has finally opened in the center of Moscow official store Apple Shop on the ground floor in the TSUM shopping center.
Apple Shops are outlets, created according to an Apple project and located in Apple partner malls and other retail stores. Many of them employ consultants Apple solutions. These are specially trained Apple employees who help customers choose the best solution.
What can you buy in the Apple Shop at TSUM?
- iPhone
- Apple Watch
The store is located in the center of the shopping center on the 1st floor. Small - only 6 wooden tables with Apple products, but very stylish!
Closer to the escalators there are a couple of huge plasma panels with glowing Apple logos on the sides. They act as partitions, creating the feeling of a separate store and at the same time serving as advertising platforms. The images on them are static. What do they advertise? Apple Watch, iPhone, iPad and Mac. All these devices are beautifully laid out on 6 wooden tables with explanatory advertising texts.
The bulk of visitors crowd around the table with an Apple Watch. Of course, it’s a new product, the official sales of which have just started in Russia!
Sales consultants wear stylish black shirts with badges that read “Watch.” It is clear from everything that the guys are literate and trained in Apple products. They show and talk about Watch and other devices in a really interesting way. I watched with pleasure as the eyes of those gathered around the table with Watch lit up more and more after the consultant’s demonstration Watch capabilities With real examples use in everyday life.
Smart apple watch You can choose by trying it on your hand. Customers' smiles never left their faces as they strapped the Watch onto their wrist. I had the feeling that the Apple Watch gave them joy and some kind of new beginning in their lives.
And on the 5th floor in the TSUM shopping center an authorized service center McCENTRE for everyone whose Apple devices require repairs, including warranty.
Did I buy myself an Apple Watch? Of course I bought it, but not in the Apple Shop in TSUM or in other official outlets, but in the online store hatewait.ru at a price slightly lower than the official price a couple of weeks before the start of Watch sales in Russia. I placed the order in the evening, the store quickly called back to confirm and in the morning next day They brought me a brand new Apple Watch Sport 38mm black. Delivery was free! This is really for those who don’t like to wait! Let me clarify that this happened in Moscow and this store operates only in Moscow and Moscow Region.
Today, the shipment time for Apple Watch when ordering on the official Apple online store is only 1 day, which is also very fast.
But still, Apple Watch is not just a device, but also an element of fashion. That’s why it’s better to come to places like the Apple Shop in TSUM and pick one up according to your hand the desired model with matching strap. This is especially true for representatives of the fair sex.
