CBS News:
“So we call the software of the store that we are launching the end of May – we call that Today at Apple.”
That “software” will roll out across Apple’s nearly 500 stores, many of which will be changed literally overnight. Ahrendts calls it all an effort to create “town squares” where customers engage with their devices and their communities.
“A lot of the big online guys have said they’re opening stores. Amazon’s investing in stores. Google’s investing in stores. … Starbucks figured it out, you know? Being a gathering place for – right? ‘Meet me at Starbucks,”’ Ahrendts said. “And you know, I’ve told the teams, ‘I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, “Meet me at Apple. Did you see what’s going on at Apple today?”’”
It’s interesting that Apple is going back to what they used to focus on – in-store demonstrations and training.
Ahrendts is a class act and I think the demos and training were the coolest thing about the early apple stores. But if they want me to ever say “Meet me at Apple”, they’re going to have to start serving beer. 😉
From the looks of the article, it’s not clear to me how they plan to modify the smaller stores.
Yeah – I think that part might just be hyperbole. 🙂
I don’t think you’re very far off here. Many B&Ms are doing something similar to increase and lengthen visits.
A simple Apple cafe would keep the baristas buzzing and create the meeting place Ahrendts refers to in the interview.
I don’t think so, Shawn. Ahrendts’ idea is likely inspired by similar recent efforts in retail.
Restoration Hardware, Ralph Lauren, Martha Stewart, Khols, American Eagle, Shinola, Rapha, all leverage hybrid strategies. RH is on one extreme (Chicago) and Rapha’s on the other, all have share a similar goal.
AA says in the interview that Apple views the Apple Stores as their “biggest product”. That’s a cool way of looking this huge aspect of Apple’s business.
“they’re going to have to start serving beer.”
I don’t care if they serve drinks or not. Even aside from how every Apple store I’ve ever been in has been jam packed with people, they are also incredibly noisy spaces.
If they want to become a social centre, they need to change their aesthetic to use more noise cancelling materials and less glass and metal.
Now you’ve got me curious about Restoration Hardware. Not that I could afford very much of their stuff.
RH pours it on heavy here, but the concept is killer (IMHO/SH): https://www.youtube.com/watch?v=7VMCm5vnZ-Q
What RH did in Boston is even more interesting, but not quite on topic:
Jeebus.
The problem is, the vast majority of Apple stores are already busier than any of those stores. There’s no real need for them to encourage folks to just come and hang out.
As I’ve said, Apple stores are already buzzing and often bursting at the seams. Plus, do you really want a bunch of people walking around with coffees in their hands near expensive electronic equipment? 🙂
But that’s exactly the nut AA talks about cracking with Today at Apple.
IMHO, concerts and tutorials are fantastic, but something like coffee creates excuse for people to use the ASes as a meeting place.
This concern has been hashed out by the companies I mentioned earlier, hasn’t it?
I find the concept not only compelling but way overdue. You’ll see much, much more of this as online spending increases.
Is it me or does anyone miss the check out counters that used to be in Apple Store?
Perhaps AA has a specific thing in mind in addition to the “Today” events. If that thing is some form of image-building, I’m a bit puzzled.
Yes and no. Yes, for the familiarity and closure to a shopping experience. No, for the traffic bottlenecks they create, especially in the smaller stores.
Soon, they will be the only tenant in most Malls