Apple's Ron Johnson on the Retail Store Experience

[LagunaSol]

Oh and would someone tell me what the difference in colors mean of the shirts?

I've never been able to figure out the significance of the shirt colors at the Apple Store.

The Microsoft Store did a much better job with this. Clear, easy to understand. You have 3 types of employees: sales, customer service, and dancers.

Blue shirts are sales:

And the employees that work at the customer service counter wear...well, it's hard to see their shirts for the mob of customers there to pick up their Xbox 360 repairs.

So forget shirt color for customer service. Just look for the mob.

The dancers wear yellow, green, red and blue (but sans hats - that's how you tell the dancers from the sales guy).

Easy! Just like Windows!

 

[szark]

I rarely have a problem finding an employee to ring up my purchase, and if it is busy I find a somewhat open space and just look around until I make eye contact with someone. Lately I've found they usually have someone at the front of the store that acts as a greeter, and will find someone to help you if you ask.

Also, I believe the Apple stores used colors to distinguish roles for a little while, but have now stopped that practice.

But with all that floor space, don't you think they are tempted to rent out some of it?

As BV said, Apple stores are some of the highest profitable stores per square foot. I think they would lose money if they rented out space to another vendor.

So true. When did personal appearance stop mattering in the sales or customer service areas?

Personally I find it refreshing that Apple doesn't restrict the appearance of their sales staff. Too many retail stores (and customers) seem to have a 1950's mindset on appearance.

 

[USGIshimura]

I really don't like going into the Apple Store in Durham NC. While they have cleaned up their image somewhat, going into that store even just last year was like going into a rave from the 1990s. Piercings, tattoos, etc. sure the employees wore the right shirt but I, and everyone else I've spoken with who use Apple, have a bit of a problem dropping $1k+ with someone who looks like they could pick up television reception with all the metal in their head.

The Genius group at the back seem a little more mature but they usually tend to stay away from the retail side of the house at this store

How incredibly judgmental and close-minded. Never, ever underestimate people based on their appearance. Because of his/her appearance they suddenly become ignorant about the product they are selling? That is one of the most insipid remarks I have ever read on this forum.

Jesus Christ, it's 2010. It's not the 1950s nor will it ever be again. Accept that things have changed or you'll be left behind by society. Mind you, I am not tattooed and I have only one piercing. I just find this way of thinking very outdated and regressive.

 

[LagunaSol]

Too many retail stores (and customers) seem to have a 1950's mindset on appearance.

I wish more retail stores (and customers) did.

I can't wait for the next level that makes tats, piercings and mutilations look so...tame, outmoded and frumpy.

 

[Kebabselector]

My Apple retail experience isn't too bad, I hate the lack of a till point now. However as I know what I'm doing I can usually find an assistant. Quite often though I tend to direct customers who are looking lost to a sales assistant to purchase etc.

As for the upsales from the staff, they sadly will not work with me. I tend to go in a buy what I want. I've only once bought something from an Apple store which I didn't intend on buying (was a new store opening and they had shiny new iPods so I bought one, even though I had a perfect good older gen). The iPod wasn't 'sold' to me I bought it. A friend who is a great salesman once pointed out the difference between a sale and a purchase.

As a show room it the stores work well. I wasn't interested in an iPod touch until I used one for 20 minutes or so. However I didn't buy from them as I got a better price elsewhere Still Apple made a sale.

 

[iSpud]

I too can attest, as a former Mac specialist, that it's ALL about sales, metrics are the most important thing. During my time, I was a top seller but my metrics were not up to snuff, that's all they care about. Metrics and growth. (not saying it's bad, but don't believe the "it's not about sales PR"

 

[hugodrax]

Are you sure about that. Working at a Store for 3 1/2 years I remember how important "metrics" where. All the spiffs handed out for selling .mac and APP. I remember every morning meeting those who didn't meet there Metrics where told to meet them. Before Apple got rid of bonuses our bonus was placed strictly on our Metrics.

I never understood the whole "Sell sell sell" push without rewarding those who sell with bonuses or commission.

Best buy is similar from what I hear. These McJob retail sales positions will probably sell more if they reward sales with cash. Thats how it works with Autodealers etc..

 

[otis123]

Great job patting yourselves on the back, but I am not impressed at all with the apple retail experience. The stores are crowded, and I'm treated like crap by the staff, just because I'm 19 doesn't mean I'm there to play with the cameras on the iMacs, when I go in there I usually drop $200-$2000 and I expect better service.

 

[ChrisTX]

I can attest to the metrics part of it. 2 weeks ago I bought a 32gig 3G iPad and a case. Not a HUGE purchase considering one guy was buying 2 iMacs. Anyways the guy was really friendly and helpful but really pushy on selling me a mobile me subscription. However when I declined and the sale was done his entire demeanor changed. Afterward was just like meh, thanks. I don't really care either way but funny to see that mentioned hear though.

 

[ARF900]

I really do agree with the statement about it just being a place to be, they really dont try to force sales at all, I was in the Apple store playing with the ipad for about an hour and nobody said anything to me, and I saw alot of other people doing the same kinds of things. Honestly I dont usally shop for macs in teh apple store, I always buy my macs online because I like BTO.

 

[Doctor Q]

Apparently, the Regent Street Apple Store is the most profitable store in London per square foot by a huge factor. Using that as an example of the larger flagship stores, I'm not sure what they'd gain by renting out space to others.

As BV said, Apple stores are some of the highest profitable stores per square foot. I think they would lose money if they rented out space to another vendor.

I don't think that if they added one more square foot they'd make that much more money or lose that much if they removed one square foot. Their first square foot (having a store at all) gives them a huge income, and the incremental benefit is less and less as the store gets bigger. What if they arrange the Mac software boxes like books on a bookshelf, so you see the edges, instead of spreading them out with their fronts outward, then use the space they save for an artist who customizes your iOS device while you wait? Or a sound engineer from a speaker company? Or an Adobe rep there to help you with any of their software? If it gives you one more reason to go to the Apple store, I think they might come out ahead compared with their marginal increase in income from the same space.

The best way to find out is to try it, so I'll set up a lemonade stand in the corner of an Apple store and see what happens!

 

[spillproof]

While Apples stores LOOK nice, they are terrible for pedestrian traffic. Squeezing between people and trying to find an open computer that isn't being used by a twerp on Facebook or the pedos watching them.

My experiences have been mixed in Florida stores. When the stores are not busy, the sales people descend like a hawk and watch your every move. They aren't pushy about products if I say no but their attitudes change and aren't all smiley anymore. When the store is busy, forget about find a cashier.

Plus, twerps change the settings on the iPods and computers to read Chinese and set the volume to max.

Ordering on the phone was not problem. The associate did ask if I wanted Apple Care and iWork but did not push it when I said no.

 

[Kadin]

Johnson says high-pressure sales techniques are alien to Apple's philosophy - and, in any case, the enthusiasm for Apple's goods from both customers and staff means there is no need for the hard sell. He says staff are taught "to look in the heart, not the pocket book" when dealing with customers. Staff, he says, are there "to help you buy".

This is the biggest bunch of bs I've heard from Ron Johnson. I just left a retail store that I worked at for over a year and I can tell you that daily, the only thing you'll be talked to is how your AppleCare, MobileMe and One to One levels need to constantly be increased. You're never good enough and they harp on this daily. This is part of the reason I left. In training it's all about 'Enriching Lives' but once you're in the store... it's all a numbers game plain and simple. Nothing is done there without the customers wallet in mind. Period.

 

[4nNtt]

I used to work for an Apple Store, and I can tell you, this is very true. We were never encouraged to sell sell sell. We were taught to help customers find solutions, even if that solution was not to buy a Mac.

Not pressured to make the initial sale, but I've heard there is a lot of pressure (and quotas) to sell one-on-one, MobileMe, and AppleCare agreements with sales though. I guess they are at least in a higher class then the "scam" agreements that places like Best Buy try to sell. I don't know about not buying a Mac... that doesn't sound right. Maybe run Parallels on a Mac if they are doing something that doesn't have good native software. I love the Apple stores, but I have heard plenty of false information spread at them. Particularly in areas outside the staffs expertise like Final Cut Studio. The Apple Store isn't perfect, but certainly better then anyone else has done. A lot of it comes down to the advantages you get from a factory owned store. It is great for supporting their product, but awful at integrating third party products. I wish there were more Factory owned stores out there though. Particularly for cars. I hate dealerships.

 

[4nNtt]

It is hard to buy something at an Apple Store. I tried to get a case for my iPad, and was immediately greeted by an employee who wanted me to buy the Apple Case, no matter how many times I told them I already had one and was trying to replace it.

It is probably because they didn't have any other cases. I've been trying to do the same, but I don't want a case that is curved on the back because you can't set it on a table to type. Flat backed cases are always sold out. The Apple case isn't bad, but I don't like the angle it sits at and I wish it were a little easier to pull out of the cover.

 

[FlyinggPenguin]

That brick really compliments the place.

 

[4nNtt]

That brick really compliments the place.

The brick is nice. I'd love to see them experiment with more materials in their stores. They usually focus more on architecture over materials. Which is great, but it is cool to see more then just metal, glass, and wood tables. I love the frosted glass floors at many Apple Stores. They need to keep those.

 

[AidenShaw]

That brick really compliments the place.

It does put the "brick" in "brick and mortar", doesn't it....

 

[ericinboston]

I am currently going through the hiring process just to be a Specialist (aka a Sales Associate). It's a 4 part process:
1) Hiring Seminar where you learn more about the stores/positions available and answer questions in a group. You do a little group activity as well. All while Apple employees (mainly store managers) observe you.
2) If they liked you from the seminar they call you back for an interview with a store manager, this can either be just you and the manager or you, someone else and the manager.
3)You have to make a little video presentation (about 2mins) saying why you would be a good fit at the Apple Store
4) You have another interview, this time with the Regional Manager.

You also have to make a profile and fill out an application on the Apple website and fill out another website for a background check. All in all, I think it is worth it (if I get the job that is, haha). I've worked in retail for close to 6 years now and am ready to work in a non-traditional retail store.

aaaaand then you get the whopping minimum wage + $0.39 pay rate, right?


That's a lot of work, time, and effort to ATTEMPT to be employed at ANY retail establishment. I think #3 is so childish....that's definitely direct orders from Mr. Jobs himself.

Love this old Simpsons clip: http://www.youtube.com/watch?v=CZGIn9bpALo


-Eric

 

[trojanvillage]

I'm really not surprised at the 'Metrics'. The Apple Store has always felt like they started with good intentions but it also had something else. Having been a Gap Inc employee, I should have recognized it. Hiring Gap Management IMHO is a pretty dangerous thing if you're trying to create basically the anti-Gap atmosphere. There's a reason I don't work for Gap Inc anymore and now I know why I never applied to my local Apple Store.

There was one time I was in the Apple Store, paying cash for something small. It was almost closing time, very few ppl left in the store. I waited 15+ minutes for my change from this girl who was too busy chatting to the manager. What was I to do? I realize it was late but wouldn't they have wanted me out of the store? Really wish they would bring back the dedicated Cashes again. Do I have to write Steve-o another email?

I certainly don't think that every customer needs to buy mobileMe, OneOne, but AppleCare is a good thing, at least to me. I do think that it's the responsibility to ask each customer if they are aware of these things. Information is key. But that's where the reps jobs should end, informing, asking if they would like it, but they shouldn't be keeping track. That's so Gap Inc.

 

[Bytor65]

When will someone apply this to buying a Car?

 

[Kadman]

Our local Apple store in the Cincinnati area is the Kenwood Town Centre. It consists of rows of hardware chucked on tables through rows of tables. In the back, along rear walls and within shelves on rear display shelving are retail (sometimes +) accessories.

Most associates seem "carefully uninformed" when I try to ask more serious questions. When I bought my current gen i7 MBP it happened to be pretty busy and I was informed by multiple people that I couldn't simply ring out the notebook with the person standing at the cash register who wasn't doing anything. Instead I was told that I must first work with a sales associate. Once one of them was free (15 minutes later including repeated attempts to simply work with the person at the register) it became obvious why. These are the people who are trained to push .Mac, accessory options, etc. at you. I pushed back because I just literally wanted to purchase the MBP by itself and they did a fantastic job of throwing in guilt trips, repeatedly warning me that I couldn't take advantage of these great opportunities later and suggesting that I reconsider. It was far worse than a car salesman trying to sell clearcoat. If it weren't for the fact that I was buying it for work and simply needed to make the transaction, I would have simply walked out. Slimy, horrible experience.

I bought a MBP in spite of my Apple Store experience.

 

[WileE116]

"We Help You To Buy" a Mac

Hate to tell you they don't call it Gapple for nothing. Almost all of the management upper and middle are from Gap, Pottery Barn, or the likes.

Now, they are hiring Starbucks folks for the upper and middle management circle. The managers are wicked!



Before One-One selling ProCare was a must. If you didn't you heard about it. Also for those who were with the company during the Easy Pay transition remember easy pay was another metric!

The managers receive bonuses based on the workers METRICS. This is the reason why the mangers are always UP the workers butt.

 

[Cygnus311]

Ironic because my last Apple store visit was one of the most intrusive and insulting retail experiences of my life. The guy "helping" us would not leave my wife and I alone and was uncomfortably close the entire time we were there. When we can't talk about the product amongst ourselves without an employee overhearing each and every word, it's anything but helpful. I haven't been back since.

 

[WileE116]

So true. When did personal appearance stop mattering in the sales or customer service areas?

I for one can't wait for this ridiculous ink, pierce, burn, stretch and scar trend to end. *crosses fingers*

LoL! So true for I use to work there and you nailed it.