We think they've created a social shopping experience and said this back in 2006:
Here's what we think the Apple store is all about: They took the barriers to entry to buying an Apple product and answered those barriers with the store. Again, this is only our take, nothing official from Apple here! And how does that work?
- First barrier to entry has been price in the past, although that has certainly changed. But with a higher priced product, what did Apple do? Create a store environment that's as beautiful to look at as their product. Give people the comfort that they're buying something of value.
- Number two barrier to entry? People don't want to learn a new operating system. Now, us Apple folks say Hey, Microsoft stole the operating system from Mac years ago, but the store takes away that concern. Afraid of learning a new system? No problem, we'll teach you. Come to our classroom (the theatre) or visit the Genius Bar and we'll help you. Learning something new is a big hassle for most people and this is a way cool way to make it less of a hassle. Sure, there are things that I can't figure out how to do, so I just make an appointment and get their help. I don't have the time to figure it out myself, so why not let them teach me or just take care of it quickly.
- Make it a social experience. Although I haven't been to the new store here in NYC at 3 AM, I can bet that a good number of other people have. No matter when you go to the Apple store here in Soho, it's always crowded and it's got an almost club-like vibe.
They're also investing in the downturn. So, while many (if not lost) retail companies are scaling back, closing stores and letting people go, Apple is growing theirs. They understand that in a down economy, it's even more important to find ways to create the right experience to connect with your audience. And, the Apple stores have been a great connection point. I still don't understand why more retailers are not looking for ways to create their own genius bars! Are you listening Whole Foods? Because, I still Need a Whole Foods Genius Bar!
Apple (AAPL) isn't letting the recession slow its retail ambitions.Economy isn't slowing Apple's building plans - USATODAY.com.The company said Wednesday that it plans to remodel 100 of its stores this year, to make more room for customer training and displayed products. Additionally, it will open 25 new stores, including a fourth location in New York City, and new ones in Paris, Italy and Germany.
"We know that a lot of people are cutting back, but we're doing the opposite," says Ron Johnson, Apple's senior vice president of retail. "We're investing in the downturn." (Emphasis mine)
The company, which saw a 3% decline in sales of Apple computers in the most recent quarter, plans face-lifts for older stores to emphasize customer-service programs.
Some 170 million folks visit Apple Stores yearly. (Emphasis mine)
Experience Manifesto: The Role of Design in an Economic Downturn | The Customer Experience Labs.
Experience Manifesto: Retail Design Diva -- Has Shopping Lost Its Charm?.