Apple Brazil: Store in Store at Extra Supermarkets

(Click photo to enlarge). “Pao de Acucar” Supermarket Group and owner of the Extra Supermarkets chain in Brazil has introduced in coordination with Apple Brasil, an Apple Store-in-Store concept for initially 4 of their locations, 3 in Sao Paulo and 1 in Rio de Janeiro. The plan is to expand this concept to over 16 locations throughout 2008. The in-store Apple “zones” will have roughly 40m2 and offer all products as well as credit purchases with up to 12 payments and fincancing with up to 24 payments. Additionaly certified Apple marketing reps will offer seminars and classes as well as introductions to Apple’s products for those not familiar with the offerings. Extra will also offer all the Store-in-Store Apple products on their website at www.extra.com.br
Pao de Acucar as also been offered by Apple to open a full blown Apple Store, but the chain has for now opted with the in-store concept. A later opening of a real Apple Store is still a possibility, since the in-store concept approaches a very different clientel according to Pao de Acucar, so that there would be almost no overlapping. In Brazil iPods are seen as items of desire and people tend to purchase an iPod in 10 montly payments rather than going for a cheaper mp3 from a no-name brand.

Article in portuguese can be found at IDGnow Brazil:
http://idgnow.uol.com.br/mercado/2007/11/21/idgnoticia.2007-11-21.6615474398/