The amazing success of the Apple Retail Stores has been picked apart, studied, and analyzed by consultants, financial analysts, and professors, all trying to find elements they can apply to other industries and turn into successes. So far, it hasn't been easy. Not that the elements of Apple's retail success are that difficult to duplicate. Rather, it's the personal commitment to excellence by Apple's retail team and their genuine delight in seeing customers smile that is tough to copy.
When Ron Johnson, senior VP of retail, arrived at Apple in 2000, he marveled at Apple's products and quickly made a decision: He wouldn't set up the stores as sales machines that try to convince customers to make a purchase. Instead, Apple's products would sell themselves. So Johnson and his assembled team created a superior experience for store visitors, one that includes the perfect store location, impressive architecture, inviting interior design, and incredible employees.
Johnson has an MBA from Harvard and means business, but he's not a numbers guy. Instead, he's a creative soul who, like Apple CEO Steve Jobs, is focused on aesthetics, design, and quality. He decided against paying employees a commission, feeling it would be disruptive to the customer experience. He decided to pay high rents at local upscale malls, rather than within isolated strip malls that wouldn't attract visitors. And perhaps most significantly, it was Johnson who decided to model the stores after great libraries and other public spaces, filled with people using and trying products, learning and interacting with each other.
"We don't want the store to be about the product," Johnson said at the Success By Design Conference in 2004, "but about a series of experiences that make it more than a store." To that end, Apple's stores host an amazing schedule of events and experiences. There are day camps for kids, group and one-on-one training sessions, live music events, back-to-school nights, and presentations by creative people from different industries. From the beginning, Johnson decided to encourage visitors to come into the stores, check e-mail, video chat with family back home, or look up the menu for a nearby restaurant.(Image Caption: Every Apple Store follows the same basic floorplan. Pictured above is the Apple Store in Rome, Italy.
The atmosphere in the stores is inviting, approachable, warm, interactive, and intelligent, in Johnson's words. "Apple is never about being tricky," Johnson said in 2004. "It's about being common." That's why Apple Stores use natural materials like stone, wood, glass, and stainless steel, all in a neutral palette, bathed in deliberately designed lighting. There is no store detail too small to consider. "Every little element in the store is designed to these very details," Johnson said.
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