Apple is creating “a place where you belong”
Apple has been progressively changing its retail store format over the past year, eliminating cash registers while introducing several new services and increased staffing, to create a more personalized and friendly environment for customers, reports MacNN in an article entitled “Apple overhauls retail customer experience”.
Apple wants to maintain a casual feel in the stores, something that is reflected by its customers as they browse, use internet, or bringing their children in to play at the low-legged tables. “We try to pattern the feeling to a 5-star hotel,” said Apple’s retail chief, Ron Johnson. “It’s not about selling. It’s about creating a place where you belong.”
A longer story on the topic was recently published by AP News.
