By George Anderson
Now that Apple is expanding distribution of the iPad beyond its stores and website to other retailers, consumers that just have to have one of the tablet devices are confronted with the question of where to buy it. An article on the PadGadget website looked at two points of distribution, Best Buy and Target, to analyze the shopping experience. Two others, Amazon and the Apple Store, are added here.
Try Before You Buy
PadGadget gives Best Buy the edge over Target. The consumer electronics chain has models set aside for consumers to test out while Target has its iPads behind a locked glass case.
Apple Store offers plenty of hands-on time and had more units on display than RetailWire found at Best Buy. There was also information available in the way of presentations on digital monitors in the store.
Amazon is, of course, online only so the only trying that will take place is after the purchase is made.
Ranking: Apple, Best Buy, Target, Amazon
Product Knowledge/Service
It's hard to argue that store associates at any other chain know more about the iPad than those working in Apple Store locations. When product problems arise, past experience with Best Buy's Geek Squad tells us they are likely to perform on par with Apple, which is also excellent in this regard. Amazon will offer plenty of information and input from previous buyers on its site, but not enough to bridge the gap with the other two. Target isn't even part of this discussion.
Ranking: Apple, Best Buy, Amazon, Target
Selection/Inventory
All the retailers seem to be fully stocked with all six iPad models.
Ranking: Tie -- Apple, Amazon, Best Buy, Target
Price
Obviously this is subject to change, but at the moment it appears all are offering the iPad models at Apple's list price. An advantage goes to Target RED cardholders, as PadGadget pointed out, because they get a five percent discount on all purchases made at the chain.
Ranking: Target, Apple, Amazon, Best Buy
Convenience
Ultimately the decision here depends on how a consumer defines convenience. If it is simply being able to sit down at a computer or use a mobile device, then those offering e-commerce options get the nod. If it is having the choice of going to a store to test a product and order there or online, then the decision is another. To err on the side of caution, we're going to link convenience to more shopping options where Apple, Best Buy and Target have both online and physical store locations. Target, however, is only selling the iPad in stores, unlike Apple and Best Buy which also offer the iPad for purchase online.
Ranking: Apple, Best Buy, Amazon, Target
Accessories
We don't have a strong feel for this. We can support PadGadget's assessment that Target is giving more space at present to accessories than Best Buy. That is likely to change and we found plenty of choices online from all the players here.
Ranking: Target, Apple, Amazon, Best Buy
Discussion Questions: What criteria do you think most would-be iPad buyers are going to use when selecting a store/website to make their purchase? Where would you buy an iPad and why?
[Editor's Note] Not included here as part of the evaluation is Wal-Mart Stores. A Bloomberg Businessweek article reports that the world's largest retailer is likely to be selling the iPad soon.
Now that Apple is expanding distribution of the iPad beyond its stores and website to other retailers, consumers that just have to have one of the tablet devices are confronted with the question of where to buy it. An article on the PadGadget website looked at two points of distribution, Best Buy and Target, to analyze the shopping experience. Two others, Amazon and the Apple Store, are added here.
Try Before You Buy
PadGadget gives Best Buy the edge over Target. The consumer electronics chain has models set aside for consumers to test out while Target has its iPads behind a locked glass case.
Apple Store offers plenty of hands-on time and had more units on display than RetailWire found at Best Buy. There was also information available in the way of presentations on digital monitors in the store.
Amazon is, of course, online only so the only trying that will take place is after the purchase is made.
Ranking: Apple, Best Buy, Target, Amazon
Product Knowledge/Service
It's hard to argue that store associates at any other chain know more about the iPad than those working in Apple Store locations. When product problems arise, past experience with Best Buy's Geek Squad tells us they are likely to perform on par with Apple, which is also excellent in this regard. Amazon will offer plenty of information and input from previous buyers on its site, but not enough to bridge the gap with the other two. Target isn't even part of this discussion.
Ranking: Apple, Best Buy, Amazon, Target
Selection/Inventory
All the retailers seem to be fully stocked with all six iPad models.
Ranking: Tie -- Apple, Amazon, Best Buy, Target
Price
Obviously this is subject to change, but at the moment it appears all are offering the iPad models at Apple's list price. An advantage goes to Target RED cardholders, as PadGadget pointed out, because they get a five percent discount on all purchases made at the chain.
Ranking: Target, Apple, Amazon, Best Buy
Convenience
Ultimately the decision here depends on how a consumer defines convenience. If it is simply being able to sit down at a computer or use a mobile device, then those offering e-commerce options get the nod. If it is having the choice of going to a store to test a product and order there or online, then the decision is another. To err on the side of caution, we're going to link convenience to more shopping options where Apple, Best Buy and Target have both online and physical store locations. Target, however, is only selling the iPad in stores, unlike Apple and Best Buy which also offer the iPad for purchase online.
Ranking: Apple, Best Buy, Amazon, Target
Accessories
We don't have a strong feel for this. We can support PadGadget's assessment that Target is giving more space at present to accessories than Best Buy. That is likely to change and we found plenty of choices online from all the players here.
Ranking: Target, Apple, Amazon, Best Buy
Discussion Questions: What criteria do you think most would-be iPad buyers are going to use when selecting a store/website to make their purchase? Where would you buy an iPad and why?
[Editor's Note] Not included here as part of the evaluation is Wal-Mart Stores. A Bloomberg Businessweek article reports that the world's largest retailer is likely to be selling the iPad soon.