WHAT'S SPECIAL ABOUT APPLE STORES - retail store success

A good product sells itself, and Apple has many. However, in Apple's retail stores, the company does not just rely on the quality of their products for sales. It uses the same innovation and user-dedicated design in their Apple retail stores worldwide. Apple opened it's first retail store in May of 2001. 11 years later, Apple operates 363 stores world wide, is the most profitable store on the planet, makes $5 600 per square foot in the average store, and attracts more than 20 000 customers per store on average.

Apple's success in retail is the result of it's exceptional trait of being able to figure out and home in on what it's customers want and like. Almost every detail is taken care of to make sure customers leave Apple stores with a sense of satisfaction.


The principle that each Apple store operates with is to encourage customers to loiter in the store and use their products. Given Apple's high quality products, theoretically, the longer a customer uses it, the more they will want to buy it.

How does Apple keep their customers satisfied and engaged?

1. Hardware Accessibility: Apple products on display in their stores are readily accessible and usable. Products are not bolted down and there are no passwords. They are constantly powered on and you'll be hard pressed to find one with a dead battery. Apple doesn't stop there. They make sure the customer has something to do on the products. In many other electronic retail stores, I find that on the rare occasion I get access to try out a product, I can't do anything with it as there are no apps/software and no internet access. Apple makes sure basic software are on their products (e.g. iWork and Microsoft Office on their Macbooks and iMacs) and all are connected to the store's Wi-Fi network
2. Staff: Not surprisingly, Apple puts a high priority in hiring top quality staff. Not only are they looking for people that are knowledgeable of the product, they are looking for proactive, outgoing, and just all around happy people. Whenever you go to an Apple store, a customer service rep. is never far away and you'll most likely find yourself being approached by one even if you don't ask. 
3. Environment: Apple stores are clean and brightly lit. Isles are wide and ceilings are high (if possible). There are plenty of stools and chairs for customers to relax on