Lexmark Offered the Apple Store Value Beyond Printing

Despite its apparent misfit with the Apple Store panache, Lexmark announced last month that it successfully secured distribution of a new Lexmark-branded All-in-One Printer called “Interact” in Apple Stores and at store.apple.com. So how did Lexmark accomplish the seemingly impossible? By enacting a retail leverage strategy that aligned the Lexmark brand and product offering with the needs, wants, and expectations of the interconnected, tech & fashion-forward, high performance Apple-nation.

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