Walking into the Apple store was definitely a different and unique experience compared to any other electronics store that I have been to. “The first way to achieve beauty is order”. With the symbolic Apple on the front of the store, combined with Apple’s neatly organized products on the minimalist wooden tables, creates an experience like no other. Approaching the Apple store from the outside, you see the neat and symmetrical orientation of their tables and products; creates a sort of pleasing quality to the eye. There are almost no wires in sight, and iPads are in place of physical paper brochures – which save paper and provide a cleaner and more professional site.
What sets the Apple store apart from other electronics store was the feeling of actually walking into “hands on museum” instead of any other retail store. The Apple store doesn’t have any cashiers in sight, assistance is provided when needed (unlike being approached by sales personnel in regular retail stores), you can test their products as long as you want without being warned to leave and there is no urgency to be forced to buy their products – a sort of reverse psychology. The overall simplicity and minimalistic design provides a contemporary feel to the store. Furthermore, the store does not have any stairs and the tables are low enough for wheel chair users to access. There is an online website, matching the simplistic design of their stores, for convenient purchasing at the click of a button. Also, an app is accessible to Apple customers for quick mobile checkouts and pickups at the Apple store. With all the being said, there is a sense of aesthetic-usability. The whole store consists of a clean, and simplistic design which is easy to navigate and find what you are looking for in an instant. Apple creates an embedded image of how every store is perceived to be, clean and organized – with its grey paneled walls, light brown wooden tables, overall bright and pleasing lighting, and the genius bar at the very end. Like Apple’s revolutionary iPhone 4, the simple, less-is-more attitude is reflected on to their store as well. Nothing is out of place, everything is grouped accordingly, there are no excess wires laying around the tables, there is an iPad placed by each product for product description – reflecting Ockham’s Razor principle. When entering the Apple store, you notice there is always a sea of people testing out the products, and purchasing Apple products. Why? Because performance versus preference has been taken into consideration. This is shown in Apple’s employee training. Apple trained employees to be friendly and easily approachable, and to approach customers when needed. Although this might be a slight disadvantage initially in terms of sales performance, customers do prefer to be left alone. Without this urgency and pressure to purchase a product from the store, customers remember this experience and tend to come back to the Apple store more frequently. With this frequent revisit, the customer eventually becomes more susceptible to buying a product.
Quote: Joseph Salina