![]() And finally, it can transform a disgruntled, disappointed customer with the potential to have a distasteful retail experience and become a negative voice in the marketplace into a satisfied if not enthusiastic supporter of the Apple store. Sixth, it enhances the customer relationship with its person-to-person approach. Fourth, the training is disciplined following the APPLE dictum of Approach customers with a personalized warm welcome, Probe to understand the problem, Present a solution, Listen for issues, and End with an invitation to return.įifth, because Apple makes both the hardware and software, it has a unique ability to create and staff a Genius Bar. ![]() Third, it is staffed from a large pool of people many of which are Apple devotees who are both knowledgeable and disciples of the products and philosophy. Second, the brand has a personality - humorous and understated yet competent and reassuring. Any other firm will at best be an imitator. No other firm can have a Genius Bar because Apple owns the brand. The Genius bar works because of several characteristics. There are several reasons for the success of the stores, including the products, the Apple brand and following, the architecture, the look and feel, the staffing, and the locations. ![]() The fact that nearly 2,000 stood in line for the opening of its Ginza store is illustrative. No longer are Apple products and brand tarnished by retailers who are unwilling or unable to provide an in-store Apple experience.Īnd the stores provide a source of energy to the brand and a new link to its rabid fans. Perhaps more important, the stores provide a way to express the Apple brand and showcase its products. The sales per square foot for its 380 or stores is more than $5,000, which is six to ten times other successful retailers, and the average store pulls in 18,000 visitors a week. The Apple store’s financial performance and impact on the Apple brand is amazing. In large part because it is branded, the Genius Bar is a lynchpin of the most successful retail concept of recent times and a builder of the Apple brand and relationship. The Genius Bar is a place dedicated to providing technical support within Apple stores to customers having problems with the product or application.
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