Apple’s newest store in New York redefines retail – again

by Alex Zaharov-Reutt

Saturday, 08 December 2007

Page 1 of 2 ! More than just a store where the objective is to get you to the checkout counter and out the door, Apple’s newest store is more like a learning and training centre that actively teaches users how to get the most out of their Apple products with multiple free class sessions on every day, alongside amazing opening hours – and more. Apple’s has taken its successful store concept, with ‘genius bars’ and classes, to the next level with their third, newest and largest Apple Store in New York. Apple has also taken opening hours to a new level, opening from 9am to midnight from Monday to Saturday, and opening 9am to 7pm on Sundays, allowing consumers to shop early, or shop late, something that’s certainly handy in the busy world we live in. Although this must be expensive for Apple to provide to consumers, Apple is still making a healthy profit as far as I’m aware and is clearly demonstrating that amazing customer service is something that a company really has to want to provide to their customers. Featuring an elegant glass circular staircase that spans all three levels, the first two floors are dedicated to products, which allows consumers to see, touch, feel and use virtually all of Apple’s range. Customers can also have their questions answered, while also able to browse a range of accessories from Apple and well known third parties. Apple says that the third floor is “dedicated entirely to service” and features a 46-foot (14.02 metre) Genius Bar for help with all your Apple products. It’s also on the third floor that you’ll be able to visit both the Open Labs where you can work and learn with ‘like minded aspiring creative professionals’, as Apple puts it, and also the Pro Labs, which feature “free, in-depth training sessions on processional creative photo, video and music applications” that go over four eight-hour days – quite an amazing commitment to make to customers, with a course that’s free to boot.  To make sure the store has enough staff to handle the volume of customers this very large store can handle, Apple has hired a whopping 175 staff, which is spilt into Mac Specialists, Genuises, Creatives and Apple Store Concierges. Concierges are always wearing a blue shirt, and make themselves available to customers in store.  Bookings can be made through the Concierge to "make a reservation" to see a member of the Genius Bar, to reserve a place at one of the workshops, to reserve time with an employee for a ‘personal shopping’ session to ‘learn about and test drive new products’ in a one on one appointment, get even more personalised ‘one to one’ training for Mac and iPhone, get priority support through Pro care, presumably if you have taken up that option, and finally to book a time with a ‘business consultant’ who will help you buy the right Mac equipment for your business. Of course other stores also have staff available to help you make a decision on what to buy or to show you what is available with which features, but Apple’s solution certainly does emphasise personal service and not only looks classy, but is also a very classy way to do business. Retail world – start your photocopiers. Apple has also equipped Mac Concierges with wireless credit card payment devices that allow customers to make a purchase through an Apple employee, wherever they are in the store, and as is the case today, have the receipt directly emailed, saving on printing out a paper copy. A printed receipt and payment by cash is possible for most items, it just takes longer and you’ll need to wait for the printed receipt to be delivered and any change from your cash payment given back to you as well. Unlike other stores, Apple says the initial sale isn't the hello and goodbye all in one - please read onto page 2 to continue. << First page <   1 2 Next page > Last page - Post your comment >>

 

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