Apple opened its first Apple retail shops 20 years in the past on May 19, 2001 — and shortly grew to become one of the crucial profitable retailers on the planet — not less than, it was within the time earlier than COVID-19.
What Apple did with retail
“The Apple shops supply an incredible new manner to purchase a pc,” mentioned Steve Jobs, Apple’s CEO. “Quite than simply hear about megahertz and megabytes, prospects can now study and expertise the issues they’ll truly do with a pc, like make motion pictures, burn customized music CDs, and publish their digital photographs on a private web site.”
As ever with Jobs, he advised the reality. These weren’t pc retailers within the typical sense. That wasn’t what Apple needed to realize.
I can nonetheless recall critics who thought Apple’s resolution to launch its personal chain of retail shops was doomed to fail. “I give them two years earlier than they’re turning out the lights on a really painful and costly mistake,” then-president of Channel Advertising and marketing Corp. David Goldstein said at the time.
That wasn’t the neatest name
As an alternative, the chain grew to become a retail success story, producing extra revenue per sq. foot than wherever else and attracting 1000’s of each day guests earlier than the pandemic final 12 months.
Apple turned these areas into flagships that exemplified the corporate’s model, labored them to construct connections with prospects and used them to supply the absolute best setting wherein to discover its merchandise. Alongside the best way, it noticed many opponents try and emulate its retailer experiences, whereas these past the Apple backyard borrowed these notions to help them improve their retail experience.
These days, particularly at the premium end of the market, you can easily see the influence of Apple on store design. So, in what way was Apple ahead of its time?
Apple’s six lessons
I spoke with Dave Bruno, director of retail industry insights at retail technology company Aptos, to search out out what Apple did proper.
“Apple’s iPods fully reimagined the best way we uncover, buy, retailer and eat music,” he mentioned. “iPhones fully reimagined the cell phone expertise. iPads outlined pill computing. And Apple Shops fully reimagined the function of the shop within the procuring journey.”
Listed below are the important thing classes he thinks Apple taught the retail business:
1. Unify the model
“The long-lasting Apple model was constructed on its means to persistently ship distinctive person experiences,” Bruno mentioned. “Person experiences are the North Star that has guided its improvement of each working system, system and app for many years. Apple prospects have responded with fierce loyalty and dedication to the model. When Apple opened Apple Shops 20 years in the past, the extremely customer-centric, environment friendly and intuitive retailer experiences each mirrored and enriched Apple’s model promise to its prospects. And their shops grew to become a pure extension of the relied-upon model.”
2. Provide friction-free commerce
“Apple Shops primarily outlined the idea of frictionless commerce. As soon as the iPhone (and later the iPad) had been launched, Apple Retailer gross sales associates started utilizing the identical units that invented and redefined client computing behaviors to examine stock, create a procuring cart, settle for fee and generate a receipt all with out leaving the client’s facet.
“One of these transaction could seem commonplace immediately, however when Apple launched it 14 years in the past it was revolutionary,” Bruno mentioned. “Clients love the intimacy and effectivity of this retail second, and plenty of retailers have been making an attempt to ship comparable friction-free experiences.”
three. Deal with the expertise, not the transaction
“Whereas Apple actually delivers frictionless transactions, its shops make you are feeling just like the transaction is the least essential a part of your expertise,” Bruno mentioned.
“Apple dedicates enormous chunks of what many analysts take into account “prime promoting area” to something however promoting. Quite, Apple invests in areas designed to encourage you to discover, loosen up and experiment with its merchandise. Theaters, viewing rooms and playrooms give folks the chance to immerse themselves contained in the Apple model. Promoting is a seeming afterthought to expertise, interplay and schooling.”
four. Belief is absolutely, actually essential
“Retail has lengthy understood that the extra folks belief you, the extra they purchase from you. Apple Shops engender deep belief with prospects by staffing their shops with educated, useful and accessible specialists. And whereas the Genius Bar actually evokes deep assist and experience, affiliate experience is certainly not restricted to the Genius Bar. Each retailer affiliate has deep coaching that results in well-rounded product information — they usually have instruments at hand to assist reply many extra questions.”
5. Combine every part
“Apple Shops had been omnichannel-aware from day one. Purchases made in a single retailer or channel are and have at all times been instantly accessible to workers in all the Apple ecosystem. Genius Bar appointments made on-line might be amended, modified or cancelled in retailer, and vice versa. Stock availability has by no means been greater than a faucet away from prospects and associates alike, and each Apple Retailer expertise can also be a (seamlessly built-in) Apple model expertise.”
6. Knowledge drives outcomes
“As a result of Apple Shops had been omnichannel-aware from the start, the shops had entry to (and added to) a treasure trove of client information. Apple was one of many first to really understand the long-anticipated imaginative and prescient of ‘a single view of the client.’
“By coupling that single view of the client with a single view of the enterprise, Apple may put that information to work to drive buyer outcomes that led to better belief, extra gross sales and even deeper loyalty.”
Copyright © 2021 IDG Communications, Inc.