Apple’s ‘intensive control’ of retail stores shown in new documents

With a batch or recently leaked documents, the Wall Street Journal is reporting on some of the techniques in place at Apple’s retail stores.

With news of Ron Johnson leaving Apple to join JC Penny, Apple’s retail chain is once again in the spotlight.

According to investment bank Needham & Co., Apple’s annual retail sales per square foot have soared to $4,406. Add online sales, which include iTunes, and the number jumps to $5,914.

Which is insane.

Beyond the numbers, WSJ looks at the personality of the Apple Stores. With open expanses, unique features and lots of light, many stores have become hangout spots. Be that as it may, employees are kept to a strict line — no rumors, no guessing, and no confrontations. Most importantly,employees are supposed to find solutions — not products — for customers.

The APPLE steps of service are in the documents, as well:

  • 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
  • End with a fond farewell and an invitation to return.

This was the mantra when I was at Apple Retail, and really is the key to its success.

Article Via AppleInsider

Stephen Hackett, formerly a Lead Mac Genius at Apple, now spends his days running the IT department of a large non-profit in Memphis, TN. He writes about Apple, design and journalism at Like all twenty-somethings, you can find him… Full Bio