Former Apple Retail Chief Ron Johnson on why Apple Stores Work

People come to the Apple Store for the experience — and they’re willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn’t focused on selling stuff, it’s focused on building relationships and trying to make people’s lives better. (via HBR)

Responses

  1. Eideard says:

    November 22nd, 2011 at 4:38 am Reply

    Just agreeing with the first comment. All the manipulation in the world at communication, service, design, ease – is meaningless if you have nothing more than the same content to offer as Walmart.

  2. steve says:

    November 22nd, 2011 at 4:25 am Reply

    I first started to realize (late) that Apple Stores were very special about six months after the SoHo store in Manhattan opened. It was a welcoming place for 20 somethings who were doing things like working on their film and art projects. Training in tools from some Apple Store employees as well as other customers was taking place.It even had a reputation as one of the best places to meet interesting people. It had become a destination rather than a store.

    He has an enormous challenge at JC Penny as he has inherited an existing salesforce. Apple Stores are extremely selective, do quite a bit of training and compensate well compared to other stores. Their product also isn’t terribly inspiring … If he can somehow manage to give people a good experience out of all of that I’m going to be very impressed.

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