Lessons from column 20 ‘Apple Store’ are still valid 20 years later

What Apple did

Then-Apple CEO Steve Jobs said: “The Apple Store offers a fantastic new way to buy computers,” he said. “Now users don’t hear about megahertz (MHz) or megabytes (MB). Instead, you can learn and experience what you can do with a computer, such as filming, burning a CD with music of your choice, and posting digital photos on your personal website.”

Jobs, as always, told the truth. This is not a computer store in the traditional sense. Stores in the traditional sense are not what Apple wanted. The Apple Store provided an ‘experience’ designed to highlight the importance of its products. Many Windows users bought their first Mac here.

Critics still remember that I expected Apple’s decision to open its own store to fail. The president of a channel marketing company once said, “We have two years left to find out that we made a very painful and costly mistake.”

This is not a wise judgment
That expectation was nicely missed. The Apple Store has become a success story. It generated more sales per square foot (0.1 m²) than anywhere else and attracted thousands of visitors every day (until the epidemic occurred).

Apple has transformed the retail space into a major representation of the brand and has enhanced relationships with customers, providing the best environment to experience its products. Many competitors have enhanced the retail experience by (or borrowing from) this concept of Apple’s store experience.

Today, especially in the premium market, it is easy to see Apple’s impact on store design. So, what was Apple-like before its time?

6 lessons from Apple
Based on an interview with Dave Bruno, Insight Director at Retail Technology Company Optos, the following is a summary of the lessons Apple Store has given to the retail industry.

“Apple’s iPod is a complete overhaul of the way we discover, buy, store and consume music,” Bruno said. The iPhone has completely unveiled the mobile phone experience. Defines iPod tablet computing. Apple has completely re-examined the role of the store on the shopping journey. ”

1. Brand integration
According to Bruno, this iconic Apple brand is consistently built with great customer experience. “Consumer experience has led to the development of all operating systems, devices and applications at Apple over the decades. As a result, Apple customers have shown passionate loyalty and dedication. In other words, the Apple Store has naturally expanded its trusted brand to offline. ”

2. Conflict-free trade
“The Apple Store essentially defines the concept of‘ conflict-free ’commerce,” Bruno said. “With the release of the iPhone (and later the iPad), Apple Store employees (discovering and redefining users’ computing behavior) began to check device inventory, create shopping carts, process payments, and print receipts next to customers. I started doing this.”

“These types of transactions are commonplace today, but it’s revolutionary when Apple introduced it 14 years ago.

3. Focus on ‘experience’ rather than transaction
While Apple offers absolutely non-conflicting deals, Bruno emphasizes that the Apple Store is important to make this deal seem like the most important part of the consumer experience.

“Most analysts see ‘key sales places’ for purposes other than selling at Apple. Instead, Apple invests in areas designed to allow customers to explore, relax and experience their products. Theaters, audio-visual rooms, and playrooms are immersed in the Apple brand for consumers. Provide opportunities, experience, interaction, and after-sales sales. ”

4. Trust
“In the retail sector, we know that the more people trust the brand, the more they buy from that brand. The Apple Store keeps professionals with in-depth knowledge to give customers deep trust. The ‘Genius Bar’ certainly offers professional expertise, but the staffing skills are limited to the Genius Bar” No. Every store employee has a wide range of product knowledge and we have the tools to help you answer more questions, ”Bruno said.

5. Integrating everything
According to him, the Apple Store has been recognizing the ‘Omni Channel’ since its inception. For example, genius bar reservations made online can be modified, changed, or canceled in the store. The opposite is also true. Inventory can be checked with a single tap for customers and employees. All Apple Store experiences (fully integrated) Apple brand experiences, Bruno explains.

6. ‘Data’ drives the results
“Because the Apple Store has an omnichannel understanding from the beginning, we have been able to access a treasure trove of ‘customer data’. “Apple was one of the first companies to realize the long-awaited focus of customer view,” Bruno said.

He continued, “By combining the unique view of the customer and the unique view of the company, Apple has been able to use this data to increase customer loyalty, increase sales and increase loyalty.”

* Johnny Evans is a professional contributor who has been writing about Apple and Technology since 1999. ciokr@idg.co.kr