The Apple stores: Beyond magical

Apple’s staggering success in the retail store space is not a lucky fluke – it is down to understanding customer psychology, picking the right people and pushing products in an interactive manner.

When the Apple stores first opened their doors in the US over a decade ago, most critics were quick to predict an early demise of the idea. With the online boom in shopping taking shape, it was felt that people would not really take the trouble to go check out Apple products in a brick-and-mortar store.

But an Apple customer is not like other customers. Apple signifies high quality and superlative performance at a premium price. So an Apple customer is willing to invest both time and money in understanding the product they wish to buy. If this means a trip to the Apple store, so be it! 

What sets Apple stores apart from others

Apple invests heavily in both product optimisation and staff training. That affable Apple store employee that sold you your last Apple product is not just a smiling salesperson who has all the answers – he is recruited after several rounds of tests and training cycles till the parent company is sure that he is able to take on the responsibilities of working at an Apple store. That means knowing exactly which products are available in the store inventory, how to handle a harried customer’s queries quickly and politely, how to let customers browse peacefully but keeping a watch on whether they need anything, etc. Most importantly, staff personnel are trained to not just sell Apple products, but be totally committed to the product. 

Another factor in favour of Apple stores is the excellent customer service one has come to expect from them. This comes from the detailed training programmes that Apple carries out for its personnel. Reportedly, staff are instructed on what to say to customers, and even what not to say. Thus, while the staff is not pushy, it is certainly curious about the customers’ needs and empathetic towards them. The personnel are trained to get an idea of what the customer needs and then to show them the most relevant products suitable to those needs.

Dealing with queries and upgrades

Customers who end up damaging their Apple products, or who are unable to download important upgrades, are a harried lot. But they are ably helped by trained Apple experts, who can solve the biggest crisis in mere minutes. Again, it’s all about offering reassurance and understanding the problem exactly. 

Apple applies its customer service philosophy to all its stores all over the world. So whether you are dealing with a premium Apple store in Amritsar or one in Detroit or Saudi Arabia, you can expect the same level of attention and assistance.