The Apple experience
The first Apple Store in the Southern Hemisphere is set to open in Sydney at 5pm next Thursday June 19, an event eagerly awaited by geeks around the world.
“So what,” you might say, “you can already buy Apple gear in other retailers.” Very true, but the genius of retailing through The Apple Store is it’s not just about the product; it’s about the experience and the sales process.
The experience is vertical retailing at its best. I’ve seen flagship Apple Stores in San Francisco, New York, London and Tokyo and the first thing that hits you is a sense of architectural style unmatched by other retailers.
Apple is not one to skimp on fit-outs; they set out to make drop-dead gorgeous brand statements and stuff the cost. The $15 million Sydney store will feature a three metre glass Apple logo and floors paved with Italian stone.
Inside, there is minimal clutter for maximum impact. There are no floor-to-ceiling stacks of products in boxes, Apple’s sleek technological marvels are all on display and as a customer you’re encouraged to stay and play.
The other thing that strikes you is the buzz in the store. Apple stores are generally busy places filled with enthusiastic Apple team-members and happy customers and the vibe is palpable.
When you visit The Apple Store in Sydney, take note of the sales process. It’s actually counter intuitive, because no-one actually sets out to “sell” you anything. Instead the staff guide you, teach you, coach you and generally share their passion, so you end up buying anyway.
And the soft-sell technique is incredibly successful; Apple is reputed to have the highest sales per square metre of any retailer in the world. (A quick side-bar story. On the recent Westfield World Study Tour, we visited a suburban shopping centre. A full-line department store in the mall was doing $US11 million in sales per year. A small Apple Store in the same centre was achieving $US34 million in sales per year, three times the sales in a fraction of the space.)
Watch out for the way Apple colour-code the specialties of each staff member through their t-shirts and the witty brand language used. They range from the “specialist” in a vibrant blue t-shirt with the slogan “I could talk about this stuff for hours”, to the “geniuses” in black t-shirts emblazoned with the line “Not all heroes wear capes.”
I recently saw a presentation by technology provider Cisco Systems about the future of retail. After the slideshow, I asked the presenter who he thought was doing it best in retail worldwide. Without hesitation he said “Apple…and they’re not just slightly ahead, they’re 15 steps in front of anyone else.”
No matter what category of retail you are in, you can learn from studying Apple. They’re simply better. And simplicity sells.
www.insideretailing.com.au
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