I hate bringing up this brand always as an example but they do a lot of things right.
The short lesson from this article about Apple’s retail experience is that if you want people to have a consistently good experience with your store, you must CONTROL everything. No element of your store’s experience should be left up to a random element of choice as decided by an hourly employee.
A 2007 employee training manual lays out the A-P-P-L-E “steps of service” with an acronym of the company name: “Approach customers with a personalized warm welcome,” “Probe politely to understand all the customer’s needs,” “Present a solution for the customer to take home today,” “Listen for and resolve any issues or concerns,” and “End with a fond farewell and an invitation to return.” It is reportedly still in use today.
Freedom comes on the other side of control. Question is, how are we controlling the experience in our stores?
Reinvent everything – “Color Makes People Happy”, new paint shop opens in London. Simon March is selling ecofriendly Dutch brand Dofine and he has just 60 carefully selected, quirkily named shades in stock. Pick between Broad Bean, Dog Biscuit or Old Towel.
53 Grove Vale
Telephone 0207 207 1120
E Mail email@example.com
The designers have used the teapot as the motif for both the shop, logo and PR material. Tiny backlit holes perforate the shelves and back wall providing a large 3D image of a teapot–a powerful eye-catcher. The image of the teapot dissolves as you approach and becomes part of the display stands of the shop. The design of specialist tea retailer, T-magi is intended to allow the shop itself to be perceived as the display window.
A new store/gallery opened right across my house couple weeks ago. A project by Alex Flach and Andreas Hesse.