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June 15, 2011 Apple intentionally designs the full consumer retail experience

An article published today in the Wall Street Journal – only available to WSJ subscribers – takes a look at the carefully crafted experience Apple strives to create for visitors to its retail stores.

Apple logo

From the Wall Street Journal, “A look at confidential training manuals, a recording of a store meeting and interviews with more than a dozen current and former employees reveal some of Apple’s store secrets. They include: intensive control of how employees interact with customers, scripted training for on-site tech support and consideration of every store detail down to the pre-loaded photos and music on demo devices.”

Also this morning, Adweek published a similar article about Apple’s heavily-managed, experience-oriented design, “The confidential training manual reads: “Listen and limit your responses to simple reassurances that you are doing so. ‘Uh-huh’ ‘I understand,’ etc.” One employee recalls being told that he should never correct a customer’s mispronunciation of a product, for fear of patronizing them. The Geniuses working the Genius Bar are taught to say “as it turns out” instead of the more gloomy “unfortunately” when delivering bad news.”

Interesting, but by no means surprising. After all, you don’t become the most recognizable global brand by accident.