Sales Soar As Apple Retail Stores Continue To Innovate
AP, Monday, November 26, 2007 12:45 PM
Clipboard-carrying concierges in aqua blue shirts greet customers to direct them to the right section of the Apple store or to the personal shopper or trainer with whom they had made an appointment. Several others mill around the floor in case someone has a question or is ready to buy an iPod, an iPhone or Mac. The electronics on display are all powered up and ready for use.
Over the past year, Apple has revamped its 201 stores, changing the layout, adding services and increasing its staffing. The "concierge" service that Apple launched last week is only the latest initiative designed to draw more visitors. Apple has now finished arming each store employee with handheld scanners for faster transactions.
It's not uncommon to find people dropping in to hang out, use the Internet or let their children play on the Macs on low-legged tables. "It's not about selling," says Apple's retail chief, Ron Johnson. "It's about creating a place where you belong." Nonetheless, sales are up nearly 24% for the fiscal year that ended in September.
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Over the past year, Apple has revamped its 201 stores, changing the layout, adding services and increasing its staffing. The "concierge" service that Apple launched last week is only the latest initiative designed to draw more visitors. Apple has now finished arming each store employee with handheld scanners for faster transactions.
It's not uncommon to find people dropping in to hang out, use the Internet or let their children play on the Macs on low-legged tables. "It's not about selling," says Apple's retail chief, Ron Johnson. "It's about creating a place where you belong." Nonetheless, sales are up nearly 24% for the fiscal year that ended in September.
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