Ten Tips for Success in Apple Retail Stores

U.S. technology blogger Business Insider today wrote an article summarizing the top ten secrets of Apple's retail store success, including the same open angles for all notebooks, as well as customers can play equipment and so on.

The following is the main content of the article:

Apple's retail stores, which generate an average of $5,600 per square foot (about 0.09 square meters) a year, attract 20,000 visitors per week, making it the most profitable retail store in the world. The following are the top ten secrets of the company's success:

1. All laptop screens must be opened at the same angle before opening the door

This aspect is for aesthetic considerations, but the main purpose is to attract users to personally touch the notebook. This angle can attract users to adjust the screen to adapt to their height. Apple employees use an iPhone application to unify all screens with the same open angle.

2, customers can play equipment for unlimited time

Apple will specifically recruit employees, not to put pressure on customers, forcing them to leave, the purpose is to cultivate the customer's "ownership experience."

3. Computers and iPads must have the latest and most popular applications installed

Apple's computer stores will be equipped with a series of popular applications, compared with Best Buy's computer screens are closed. In addition, all devices in Apple retail stores can access high-speed Internet.

4, each candidate must answer the manager's three questions

One of the questions is, "Can they be equal to Jobs?" The question is to examine whether applicants can express their ideas with confidence. The manager also asks, “Does they show courage?” and “Can they provide the level of customer service at the Leeds-Carleton Hotel?” Employees are the soul of Apple retail stores.

5. If the technical problem cannot be repaired, the maintenance personnel must say “according to the current situation” and cannot say “unfortunately”

In addition, Apple also requires employees to use "benefits" instead of "functionality." Apple has set strict rules for employee language in retail stores.

6. Employees who provide one-to-one training must not touch the user’s device without obtaining permission from the user

The purpose of this provision is to allow users to find solutions themselves.

7. After the warranty period expires, the maintenance personnel still have the right to extend the warranty service for the user for up to 45 days.

In order to increase user loyalty, Apple is very big in this regard. If you exceed 45 days, you need to get the signature of the manager.

8, employees do not take commissions, there are no sales targets

The responsibility of Apple retail staff is not to promote products, but to help customers solve problems.

9. If the customer reads the wrong product name, the sales staff will not correct it.

In order to create a positive atmosphere, the salesperson cannot give the customer a high-spirited impression. Therefore, it is necessary to make mistakes.

10. Staff must greet the customer immediately after entering the store

Not only welcome but warm welcome. If you need to line up, a warm welcome will make customers feel that they are respected, and the team will not feel so long.