Apple’s Retail Secrets:
1. Just as Apple had to “Think different.” about retail, every retailer should rethink the purpose of their stores and focus on the experience a new customer has during the shopping process. Apple changed their layout considerably before they even opened their first store and continue constantly tweaking their store environments to this day. Every retailer should be proactive in learning what works and what doesn’t work and optimize the retail experience accordingly.
2. Apple does not just sell products in its stores, rather it provides a first class retail experience that delights shoppers and visitors alike. Any retailer should apply the secret of personal delight to make its visitors feel appreciated, its employees motivated, and its customers connected to something more special than a purchase transaction.
3. Apple empowers its store’s visitors by letting them touch everything, try anything, and stay as long as they like. Apple also invested in self-service tools to empower customers to schedule their own appointments and to purchase products online
and in-store. Retailers should provide similar tools to

allow customers to control their shopping experience while giving them a reassuring feeling of control.
4. Apple believes the purpose of their stores is to enrich the lives of their customers. Retailers should take
this important cue from Apple and ensure their staff is not focused on just selling products, but intent on building relationships and making people’s lives better.
5. Apple goes beyond the ordinary to make their products and their stores feel special. Retailers should consider ways to do more than necessary to surprise and delight their customers. Customers will react positively to stores thatmakethemfeelthatthepeoplewhowork thereare encouraged and empowered by their employers to
go one step further to ensure customer happiness and satisfaction.