We always say; if you want to be the best, you have to learn from the best! And in the retail business two of the biggest digital product manufacturers compete on a daily basis to be the best… Samsung and Apple.
According to the recent data released by eMarketer and CoStar, Apple seems to currently top all retailers in the sales per square foot category. Apple’s new product launches are highly anticipated and they have a great reputation among customers and employees.
In this blog article we’ll be looking at the culture, vision and design that powers one of the world’s most valuable companies. And hopefully it will share how retailers can learn from Apple to be on top of their game!
3 Things Retailers Can Learn From The Apple Store:
Here’s a tip for the larger retailers… have you ever thought about:
Allowing your customers to test drive your products?
For example, what’s the first thing you do when you enter an Apple Store? You get drawn straight to the products you’re allowed to ‘play’ on. Apple know that being able to touch a product increases the likelihood of a sale. The Ohio State University conducted studies that found that the longer you touch a product, the higher the value you assign to it in your mind. They suggest that touch increases a customer’s sense of ownership, compelling them to make a purchase. Clever, right?
The devices are literally selling themselves!
Through this strategy you could:
- Provide space where shoppers can interact with your products.
- Make sure employees are encouraging customers to test out the products.
- Use adverts and other marketing methods to remind shoppers to test drive any product they’re intrigued by.
Consider your layout
When you’re promoting new products and services within your store, what is one of the most important things to remember?…
Space is key.
It’s important to remember that your customers aren’t just coming in to buy your products and leave, they’re coming in to buy your service. There’s nothing worse than a cramped, crowded and disorganised shop. You want to spread out your products and allow space for your customers to browse and take in everything. This is why we need to learn from the masters…
The physical design of an Apple Store is unlike any other! Every store is spacious, minimalistic and well-lit. You never see anything obstructing the windows or the view from the outside of the store. Not to mention almost everything inside the sales floor is visible to passers-by.
Even though many retailers use glass displays, they usually display the merchandise right behind the front window or stick up loads of marketing posts and signs in the window. In contrast, Apple’s windows give their shoppers a clear view of the products being displayed in store, inviting them to come in and explore!
Fact: Low complexity makes it easier for the brain to process and store information.
So how to do it like Apple:
- Get rid of product displays that obstruct the view inside the shop. Keep things minimal but attractive.
- Keep your store clean and well-lit. Don’t keep them in the dark!
- Try discarding large window signs and instead stick a pavement sign outside the store.
- Hide any cables, wires or any sort of clutter that’s unnecessarily in sight.
- Keep the interior colour design light and airy.
Hire people that will mesh with the essence of the store
It’s no secret that a retail store’s success largely depends on the members of your team providing inviting customer service. That’s why it’s important to hire employees with an attitude and personality that will suit how you want the store to come across, rather than experience.
Apple seems to understand this better than most companies… just take a look at their job description for a store specialist:
“As a Specialist, you help create the energy and excitement around Apple products, providing the right solutions and getting products into customers’ hands. You understand that the Apple Store is dedicated to delivering a customer experience that’s unlike any other. It starts with you discovering customers’ needs. And with the support of your store team members, you match those needs with the right products. Every day is an opportunity for you to turn another Apple Store visitor into a loyal Apple customer.”
Not just your standard, formal job description is it?
It describes the desired employee to be passionate and enthusiastic with the aim to deliver quality customer experience. And although most job descriptions ask for this, Apple seem to have a way with words to jazz it up and make it personally exciting for a reader.
When hiring for cultural fit, it offers the following advantages:
- Employees tend to become evangelists and big up your store to their family and friends.
- Employees are more likely to stay focused on their work because they believe in the message being put out as well as being satisfied in their position.
- They are less likely to leave the company so there’s less turnover.
- Hiring a like-minded team will enable them to gel and work together well.
Research suggests that nearly half of employee’s success in the first year and a half of their job, depends on how they fit in with others in the company. So instead of hiring the next available applicant, you should take time to look for someone that’s really going to fit the mould.
What Apple shows us is that you can give your customers a memorable experience by staying true to your vision. This means, hiring the right people and empowering them to deliver as well as selling experiences. So, with these tips, you can create an atmosphere that will make your retail store hard to resist.
You’ll never know if you don’t try!
Get in touch with us today and let us know if these tips made a difference in your store!