Inside the Secret World of an Apple Store

This is embarrassing to admit, but I’ve completely fallen for the Apple ($AAPL) cult. Worst of all, it happened precisely by their design. It started with an iPod as a present. From there, I got a Shuffle, then a MacBook and then an iPhone.

These items have somehow placed themselves squarely in my daily routine and now it’s hard to think what life was like before I had them. I’ve gone to Apple’s ultra modern-looking store in Georgetown several times and the young folks there have been remarkably professional.

Today’s WSJ takes a fascinating look at the Apple stores:

More people now visit Apple’s 326 stores in a single quarter than the 60 million who visited Walt Disney Co.’s four biggest theme parks last year, according to data from Apple and the Themed Entertainment Association. Apple’s annual retail sales per square foot have soared to $4,406—excluding online sales, according to investment bank Needham & Co. Add in online sales, which include iTunes, and the number jumps to $5,914. That’s far higher than the sales per square foot and online sales of jeweler Tiffany & Co. ($3,070), luxury retailer Coach Inc. ($1,776), and electronics retailer Best Buy Co. ($880), according to estimates.

With their airy interiors and attractive lighting, Apple’s stores project a carefree and casual atmosphere. Yet Apple keeps a tight lid on how they operate. Employees are ordered to not discuss rumors about products, technicians are forbidden from prematurely acknowledging widespread glitches and anyone caught writing about the Cupertino, Calif., company on the Internet is fired, according to current and former employees.

I find it interesting that Apple has laid out its stores on the “shopping experience” instead of just being a warehouse of goods. Even though the stores are airy, every part of an Apple store is specifically designed to help the customer.

I think it’s fascinating that aesthetics play such a key role in how customers make their decisions. This, of course, is nothing new. Starbucks ($SBUX) realized this lesson years ago. People don’t just buy coffee. They go for the coffee experience (great brand name, btw).

Posted by on June 20th, 2011 at 11:36 am


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