7 Items Retailers Can Learn from The Apple Store

If you wish to be the very best, you’ve got to learn in the ideal. In the retail business, there is no one better than Apple. According to recent statistics published by eMarketer and CoStar, Apple remains the best retailer in the sales per square foot category, earning $5,546 per square foot of retail area! Apple’s new product launches are highly anticipated, and they have a fantastic reputation among clients and employees.

What are the reasons for their success? In this article, we look at the vision, culture, and design that power the world’s most valuable business, and discuss how retailers can learn from Apple to be at the top of the game.

Here are the top 7 lessons retailers could learn from Apple:

1. Allow Individuals to Test Drive Your Products

When you input an Apple Store, one of the first things that you notice is that the entire notebook computer screens are positioned only slightly over 90 levels. This place lets you find the display, but in addition, it lets you touch the machine and use it. What’s more, all devices in the store are connected to the internet. Customers can use any device for as long as they want–no time limit. If you think Apple is just being very generous, then think again.

Apple understands that touching products increases the likelihood of a sale. In a study from Ohio State University, researchers found that the longer you reach a product, the higher the value you assign to it on mind. Experts suggest that touch increases a customer’s sense of possession, which compels the consumer to make the buy.

In the movie below, you may observe that Apple’s products are out in the open, and individuals are interacting with them. The apparatus are selling themselves.

For a merchant, you can replicate Apple’s strategy by:

• Providing space where shoppers can socialize with your goods.
• Setup signs to encourage shoppers to test your merchandise.
• Instruct employees to encourage shoppers to get your products.
• When a client purchases a product, give them some free samples to bring back them in store again.

2. Simplify Store Layout

The physical layout of an Apple Store is unlike any other. Each shop is spacious, well-lit, and glossy. There’s nothing obstructing the view behind the glass windows. Virtually everything inside the revenue floor is visible to passers-by.

Although a lot of retailers use glass screens, they frequently display merchandise right behind the front or put up enormous marketing signs in the window. By comparison, Apple’s dividers give shoppers a clear view of the goods displayed in shop, as if inviting them to come in and research.

In the architectural design and site design, straightforward designs are frequently more effective than designs which are visually intricate. The main reason is straightforward: low sophistication makes it effortless for the brain to store and process info. The brain processes visual information exactly the same manner regardless of whether you are taking a look at a website or a construction. To put it differently, customers may find your store unappealing if it is littered with signs, displays, and merchandise.

As a retailer, it is possible to take a cue from Apple’s design and apply it in your store by:

• Removing merchandise displays that block the view from the outside just like mannequins (a small well placed display might be fine, but try to keep things minimal).
• Maintaining your shop tidy and well-lit.
• Discarding large window hints. Rather, put a pavement sign outside the store to announce a purchase.
• Hiding wires and cables.
• Eliminating barriers between products and customers like glass cabinets.

3. Don’t Pay Salespeople on a Commission Basis

Even more central to success than the design of your shop is the characteristic of your staff. To nurture good customer experiences, consider paying your workers an additional average hourly fee or an outstanding benefits package rather than paying on a commission basis.

Apple does not pay its workers far more compared to other retailers, however they do provide every employee a 401(k) plan, medical insurance, business stock, and a discount on Apple products. They don’t pay their employees on commission. Here’s why according to a Apple executive:

Workers in Apple’s retail stores don’t have sales quotas. Instead, they are invited to spend time and work with clients to provide solutions, which results in a better customer experience. Apple understands that earning money is the effect of the company’s activities, not the organization’s goal. As a result, customers believe Apple Store workers take care of those. “I’ve yet to go to the Genius Bar, not feel as that worker has my best interest in mind,” writes Apple customer Debra Brown at a Quora discussion.

While performance-based incentives may inspire employees to push sales numbers, they come at the expense of overall customer experience. As a merchant, you should prioritize customer retention over acquisition. Research shows that you are 60 — 70 percent likely to sell to an existing client in comparison with a 5 — 20 percent earnings chance to a new customer. Plus, your existing customers are your best marketers. Give them a fantastic experience, and they’ll market your products to their family and friends at no cost.

4. Hire Individuals That Fit Your Partner

It is no secret that your retail store’s success will largely depend on the members of your team. That is why it is important to employ employees with a mindset and character that agree with your culture. Apple understands this better than most companies. Consider how they write the job description of a store Specialist:

“As a Specialist, you help create the power and excitement around Apple products, supplying the right solutions and getting products into customers’ hands. You know that the Apple Store is dedicated to delivering a customer experience that’s unlike any other. It starts with you detecting clients’ needs. With the support of your shop team members, you match those needs with the right products. Every day is an opportunity for you to turn a different Apple Store visitor into a loyal Apple customer.”

The description calls out to passionate and enthusiastic people who want to provide a quality customer experience.

Hiring for cultural match offers the following benefits:

• Employees are more inclined to remain focused on their work because they believe in your message.
• Employees will work together since they are a like-minded group of people.
• Workers are less likely to leave the business, therefore there is less turnover.
• Employees become firm evangelists and talk up your shop to their loved ones and friends.

Research also shows that nearly half of an employee’s achievement in the initial year and a half to the job depends on how the employee fits in with others in the corporation. Rather than employing the upcoming available applicant, make time to search for someone who really fits the mould.

As a small business owner, include your business values and employee expectations on your project description. These details can make you stick out from your competitors and help attract candidates that believe in your civilization.

5. Train Employees to Deal

When clients walk through the door, they probably have a issue, and they’re hoping that one of the goods can be the alternative. Apple clearly understands this, which explains why instead of coaching employees to close a purchase, they train them to help clients resolve problems by adhering.

In reality, one of the measures in the company’s”measures of support” is to”listen to and resolve any issues or concerns.” This step enables the worker to find out what’s bothering the client and make great recommendations. By way of example, when the company started selling the Apple Watch at 2015, their guidelines included to”listen for clues that reveal what they (clients ) care about.” Additionally, the recommendations encouraged sales rep to ask these questions:

• What interests you about Apple Watch?
• How do you see yourself using Apple Watch?
• Inform me about who this is for — can it be on your own or someone else?
• Are you trying to find a watch that’s more casual or formal?

Rather than hard selling, workers were encouraged to ask questions that let them highlight the ways the product can add value to their lives of their clients. This puts them in a position to make good product recommendations.

Combine this strategy with a no commission coverage, and you will most likely create a store environment where great experiences occur, thus raising the odds of converting new shoppers to loyal clients. This is an important part of Apple’s secret formula that has driven them to the peak of the retail industry.

6. Shift from Customer Service to Client Experience

The period customer service suggests an interaction between client and worker that largely depends upon the customer. By way of instance, a client walks in looking for a gaming console. The employee recommends a few products, talks about the specs, and waits for the client to create a determination. There’s nothing memorable about this instant.

On the other hand, when you say customer experience, the interaction between client and worker no longer depends on the customer. Employees can take control of the scenario how they see fit. The barrier between customer and employee is crushed, and when that happens, the interaction has the potential to be just one of a kind.

This opinion is supported by financial and entrepreneur advisor Patrick Bet-David who stated that customer support is responsive while customer experience is more proactive. Customer service is”How can I help you?” , while customer experience is”How are you now?” . From the very first question, workers have no choice but to respond to the client’s response. From the next question, employees have more room to operate. As an example, if the client is having a bad day, possibly the employee can provide a reduction or toss in a free sample, then cementing the expertise in the client’s mind.

The movie above shows Apple Store workers loudly applauding a child who’s walking out of the shop after purchasing a product. Should you preach customer assistance, the interaction would have most likely ended after the client left the cash register. If you value customer expertise, you get excited employees who are happy to make fun and enjoyable experiences which make people want to come back again and again.

7. Enable Employees

Apple understands you need to empower workers if you want them to create memorable encounters with customers. For example, there’s a popular narrative of writer and venture capitalist Guy Kawasaki. He spent hour having a talk with an Apple specialist about business, golfing, and kids and only 10 minutes discussing the merchandise (he ended up buying ). In case the worker was bound by particular rules or time limits, the individual would have probably ended the conversation not long after the item discussion. Instead, the employee decided it was the right thing to do to spend time with Kawasaki, a story which gave Apple great media exposure.

One of Apple’s workers stated that the Apple Store is all about producing the experience. He went on the say that the encounter from the shop is”fun, enjoyable, and makes you want to come back again and again.” Apple Store employees are permitted to make those experiences.

The movie shows more proof of Apple workers doing right by the customer. From the movie clip shown above, author Scott McKain got a taste of Apple’s brand of customer experience. He made an inquiry about an Apple product on the phone. Since the product was not available, the Apple employee gave his title (Josh), requested for McKain’s title, and told him to call again the next day for an update.

Rather than calling the next day, McKain visited the Apple store. Upon enteringan employee quickly recognized him and advised him that Josh will up to serve him. Astonished, McKain requested Josh how he knew him. Here’s Josh’s response:

“When you left your name , I Googled it to find out more about you. You see Mr. McKain, I wish to know my clients.”

Josh then told McKain the item is available and asked him when he desired it. McKain was blown away with the experience he could not say no!

Enable workers to do what they believe is best in a particular circumstance. The examples above illustrate that they will always put the customer’s experience .

Bottom Line: Retailers Can Learn From the Apple Store

Apple stores don’t have a monopoly on providing awesome customer experiences. You can present your customers memorable encounters by staying true to your vision, hiring the right people and empowering themand selling experiences. With these tips, you can create an atmosphere that makes your retail store hard to resist.