When it comes to redefining a brick-and-mortar selling experience, no vital tradesman even approaches what Apple has finished with a Apple Store. The Apple Store had genuine mobile payments prolonged before anyone else, as good as in-aisle payments, prolonged before anyone else.
(To this day, Starbucks, that mostly proclaims itself as a mobile payments leader, offers neither. Its mobile remuneration app simply displays a design of a Starbucks label barcode. Starbucks deserves acclamation for a efforts during behavioral changes — definition removing consumers in a robe of profitable around their phone — though a proceed represents placeholder mobile payments during best.)
Apple has rethought sales commissions, cashwraps, detriment prevention, in-store tech support and a use of space. But a word of caution: Don’t tumble into a JCPenney trap of perplexing to replicate Apple’s in-store innovations though bargain because they worked for Apple and either your chain’s conditions is similar. The word “unique” is too mostly abused, though it usually competence ask in Apple’s case.
Consider pricing. Apple a manufacturer permits no non-Apple-owned tradesman to sell a things for anything other than a accurate cost Apple dictates. Forget “manufacturer’s suggested price.” Apple has a “manufacturer’s demanded cost or else feel a wrath.”
It would be easy to charge this merely to impassioned poke bestowed by marketplace share. Although that’s positively partial of a equation, there’s some-more to it. Walmart has most bigger marketplace poke and huge energy over a suppliers, and nonetheless we don’t see it remaking and determining a store environments scarcely as most as Apple. Apple is even regulating a poke — and melancholy to cut off reserve of a products — to convince patron retailers (think Walmart, Target and Best Buy) to accept Apple Pay.
Last week, we saw nonetheless another instance of, well, let’s call it Apple doing what no other tradesman could even dream of removing divided with. According to a report in a utterly arguable 9to5mac site, Apple is instructing pivotal suppliers to a stores of non-Apple products to redo product designs so that they all demeanour like Apple products. (Can we suppose even Walmart creation such a request?)
This is truly an try to visually control a Apple Store experience, down to a tone selections of roughly each product selected. When Apple says that it wants to control each aspect of a store experience, it unequivocally means it.
Before we demeanour during what lessons to take divided from this brazen move, let’s demeanour during what creates a Apple Store so opposite from roughly any other retailer. For starters, a stores overwhelmingly have products tranquil by Apple, along with peripherals that flattering most usually exist to support those Apple products. That alone accounts for most of a difference, though there are lots of other manufacturer-controlled stores (ATT Stores, NikeTown, Ralph Lauren), and they haven’t reinvented a in-store experience.
Consider selling and sales. A really high elect of shoppers entrance into a Apple Store do not need to be sold. They come in meaningful what they want. They competence be debating between an iPhone 6 and an iPhone 6 Plus, and they could swayed about that third-party box or battery-charger to buy, though a associate’s pursuit is reduction peddler and some-more order-taker. Also, given that a sum series of SKUs in any store is distant smaller than roughly any other vital retailer, a volume of product to memorize is a lot less. Suddenly, a opposite elect proceed creates sense.
Apple is a superb laboratory, where retailers can watch and see a kind of obstruction Apple is removing a mice to run through. But before meditative we should try a same thing in your stores, remember that a Apple mice have been famous to stay out overnight to get into a store when a new product is launched — and to mount in multi-block-long lines when zero is new other than it being nearby a gift-giving holiday. Some mice — and some mazes — are simply too opposite to replicate.