Issue:
Apple launched iStudio, its first Authorised Premium Reseller (APR), in Thailand in 2006. Despite a beautiful store design and game-changing products like the iPod, store traffic remained lower than expected, especially with regards to Mac products.
Idea:
Hypothesising that consumers were intimidated by the elegance of Apple stores and products, dFusion designed and executed Demo Day, an in-store hands-on demonstration of Apple products to showcase Apple products and design in a fun and friendly way to familiarise consumers with the ease and accessibility of both the products and the stores.
Impact:
Demo Day has dramatically increased store footfall and liveliness resulting in significant spike in sales of both Macs and iPods. The activity became the standard for in-store activities for all Thai APR stores for 7 consecutive years after its launch, and set the benchmark for APR stores across Southeast Asia.
