Is Enjoy the future of ecommerce? Former Apple retail chief Ron Johnson is trying to take some of the initiatives he developed at Apple Store and quickly had to abort at JCPenney with his new startup; essentially an online ‘genius bar’.
What Enjoy does is provide end to end service – from purchase to installation – and manage the entire process in one seamless process. This is not entirely new – department stores have for decades done this very thing offline – but perhaps this is the first truly online end to end retail experience.
As with all retail operations, the bottom line will determine whether or not this is a success. Hiring and managing service people is expensive and the consumer electronics category is notoriously competitive. Aside from a handful of brands like Apple, the margins in such products are minimal at best and often negative.
One to watch.