Wednesday, September 13, 2006
Apple Stores
This post at FreeMacBlog got me thinking about Apple retail stores and some of their tactics. The post is titled "My Three Complaints about Apple Retail Stores" (don't worry, he's got Three Likes coming tomorrow) and, basically, says 1) those answering the phones don't know jack, 2) sales persons fail to treat each customer individually, instead resorting to the same "oh, you're thinking about switching? let me show you what a Mac can do" treatment, and 3) stores are in heavy tourist traffic areas that are simply obnoxious for locals.
First, he's noticing something that I had quite an issue with when I was working for Apple Retail: the astonishing amount of specialization. There are so many different roles in an Apple Store, from the phone center to Mac Specialist (sales floor) to the Genius Bar to the Studio to the custodial staff to the managers, etc. Obviously not everyone can know everything and a certain amount of specialization needs to happen. But anyone who is a first contact with customers--sales floor and phones--should have a broad spectrum of knowledge. Unfortunately, phone operators seem to serve more as a switchboard, even though there is no where to send a product knowledge questions, and Mac Specialists are encouraged to know precisely what it takes to sell a switcher with the full add-on package (AppleCare, .Mac, ProCare) and nothing more.
That's my second issue: Apple Stores are designed for switchers and iPod customers. As much as I love the Apple Store, there is no denying that nearly all products and services are designed for those who know little or nothing about Macs. The bigger issue is that customers reflect this. Very rarely do you see a customer looking at a Mac Pro who is interested in buying it, they are often just checking email (on a very big screen) and frequently need your help to do even that. The sales pitch isn't supposed to be too different than what FreeMacBlog states, but instead of "what are your needs" it becomes "what do you use your PC for?" And opening a conversation? Wait til you see someone who looks confused, walk up and say "hey, wanna see something cool?" Whereas, if you see someone who looks like they know what they're doing, they probably do, so leave them alone. That's not exactly the best way to treat your existing customers. Makes me wonder if there's a significant correlation between the level of Mac familiarity and Mac sales in the retail stores vs. online or through a specialized team (e.g. Apple Store business team not sales floor). That is, the more you know about a Mac, does that make you that much less likely to waltz into an Apple Store and buy a new Mac from some part-time college kid?
Regardless, it's a familiar retail trap. Apple is trying to attract new customers through the retail outlet, that's why stores are located in high tourist traffic areas and focus on the switcher. But the existing Mac fan (addict) is getting a raw deal, even though these are supposed to be such a fabulous resource. Lucky for Apple their product is so good that we keep coming back (and theirs nothing in the PC world to even begin to compare). Wouldn't it be nice, though, if there was a specific group at Apple Stores to focus on returning, experienced customers? Those that are familiar with the platform but have new needs or want to upgrade or take things to a different level? And it should be a complimentary service (not ProCare). I'm thinking of something along the same lines as the small business team some stores have, staffed with long-term, knowledgeable Mac Specialists. Let the green sales people have the Switchers.
First, he's noticing something that I had quite an issue with when I was working for Apple Retail: the astonishing amount of specialization. There are so many different roles in an Apple Store, from the phone center to Mac Specialist (sales floor) to the Genius Bar to the Studio to the custodial staff to the managers, etc. Obviously not everyone can know everything and a certain amount of specialization needs to happen. But anyone who is a first contact with customers--sales floor and phones--should have a broad spectrum of knowledge. Unfortunately, phone operators seem to serve more as a switchboard, even though there is no where to send a product knowledge questions, and Mac Specialists are encouraged to know precisely what it takes to sell a switcher with the full add-on package (AppleCare, .Mac, ProCare) and nothing more.
That's my second issue: Apple Stores are designed for switchers and iPod customers. As much as I love the Apple Store, there is no denying that nearly all products and services are designed for those who know little or nothing about Macs. The bigger issue is that customers reflect this. Very rarely do you see a customer looking at a Mac Pro who is interested in buying it, they are often just checking email (on a very big screen) and frequently need your help to do even that. The sales pitch isn't supposed to be too different than what FreeMacBlog states, but instead of "what are your needs" it becomes "what do you use your PC for?" And opening a conversation? Wait til you see someone who looks confused, walk up and say "hey, wanna see something cool?" Whereas, if you see someone who looks like they know what they're doing, they probably do, so leave them alone. That's not exactly the best way to treat your existing customers. Makes me wonder if there's a significant correlation between the level of Mac familiarity and Mac sales in the retail stores vs. online or through a specialized team (e.g. Apple Store business team not sales floor). That is, the more you know about a Mac, does that make you that much less likely to waltz into an Apple Store and buy a new Mac from some part-time college kid?
Regardless, it's a familiar retail trap. Apple is trying to attract new customers through the retail outlet, that's why stores are located in high tourist traffic areas and focus on the switcher. But the existing Mac fan (addict) is getting a raw deal, even though these are supposed to be such a fabulous resource. Lucky for Apple their product is so good that we keep coming back (and theirs nothing in the PC world to even begin to compare). Wouldn't it be nice, though, if there was a specific group at Apple Stores to focus on returning, experienced customers? Those that are familiar with the platform but have new needs or want to upgrade or take things to a different level? And it should be a complimentary service (not ProCare). I'm thinking of something along the same lines as the small business team some stores have, staffed with long-term, knowledgeable Mac Specialists. Let the green sales people have the Switchers.
