The Core of Apple's Retail Success

Much has been written about the Apple Store experience and what can be learned from its successful retail execution.  From my perspective, what makes the Apple Store strategy work is that it only makes one assumption of its customers: they’re going to buy something in the store, and it will most likely be an Apple product, service, or philosophy.  Unlike the myriad retailers who label or “bucket-ize” potential customers, Apple’s approach seems to treat everyone as a blank slate.

Understanding that anyone can use, enjoy, and appreciate something they sell, Mac Specialists (as Apple’s front-line sales talent are known) are trained to take on individual clients, as opposed to moving among multiple customers.  This allows the Specialist to delve into the customer’s needs, build a comfortable rapport, and recommend a well-tailored solution of product and/or service.

It’s an uncomplicated and effective approach.  It doesn’t absolve the Specialist from the responsibility of selling, and it focuses their attention on the customer.  It encourages them to develop strong listening skills, and increase their knowledge of the store’s products, services, policies, and processes. It’s uncommon for a retailer’s sales approach to successfully serve both the customer experience and the employee’s professional development.  Most retailers have to choose one or the other, and the one not chosen usually suffers.  It’s nice to see Apple has made it work.