Page 209 - The Apple Experience

retailers where the emphasis is on cross-selling and upselling and basically,
encouraging customers to buy more, even if they don’t want or need it. That

doesn’t enrich their lives, and it doesn’t deepen the retailer’s relationship with

them. It just makes their wallets lighter.” Regardless of which Apple Store

you visit, you will find:

 Friendly people who follow the Apple five steps of service, beginning with a

warm welcome as soon as you step through the door

 Employees positioned at the front entrance during new product launches so

they can cheer and clap for customers when they walk out with their new
devices

 Smiling staff who distribute bottled water or pizza slices to people in line
during the aforementioned product launches. Some even hand out umbrellas

on rainy days

 Sales associates who complete transactions with iPod Touches equipped with
credit card readers

 Interactive areas where kids can play with computers loaded with games and

educational software

 One to One training tables where Creatives teach customers to use Apple

products and software

 Genius Bars where highly trained employees troubleshoot concerns or

malfunctioning products

 Personalized setup areas where Apple employees provide customers with
assistance in getting their new devices up and running. The setup provides

customers with an incentive to buy products in the Apple Store, and it also
reduces problems when people get home. It also reduces frustration. Setup

issues are the most common reasons for visits to the Genius Bar.