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http://www.macnn.com/articles/07/11/26/apple.retail.overhaul/

Apple overhauls retail customer experience

updated 05:30 pm EST, Mon November 26, 2007

Apple retail overhaul

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. The recently introduced concierge service directs customers to whatever section of the store they wish to browse, as well as connecting customers with their appointed personal shopper or trainer. Several employees will wander around, entertaining simple questions, and carry around a portable scanner, ready to ring through any purchases that customers may have. Receipts are instantly emailed to the customer, and a paper version can be obtained from store staff.

Removing the registers in each of the stores has granted additional space for Apple's retail services, extending the Genius bar in most cases from 11 feet to an average of 35 feet.

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."

The company's retail stores have been instrumental in Apple's gain in marketshare, accounting for 473,000 Mac sales during the fourth quarter for 2007.

by MacNN Staff

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DarkVader
Fresh-Faced Recruit

Joined: Sep 2001

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11/26, 06:26pm | report spam | close Reply |
Cash?

So, have they truly done away with cash registers entirely? What if one wants to pay with cash? I'm assuming the handheld scanners don't have a bill and coin accepter.

Yet another reason to shop at your local Apple dealer, and not the Apple Store.

magicbumone
Junior Member

Joined: May 2007

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11/26, 06:56pm | report spam | close Reply |
good idea?

The idea of no longer having registers in the store is a think different attitude but what darkvader pointed out is good. What do they do with people wanting to pay cash. I know most people dont pay cash for their mac computers but people do pay cash for other smaller items. Maybe they still have one register available near the extending the Genius bar.

Johnny Niles
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Joined: Jun 2007

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11/26, 07:35pm | report spam | close Reply |
Cash?

The new iMacs don't have a floppy drive! What will people ever do without a floppy drive!? Apple is entirely crazy for pushing progression like that. They're going to go out of business any minute now.

testudo
Forum Regular

Joined: Aug 2001

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11/26, 07:45pm | report spam | close Reply |
Re: cash?

The new iMacs don't have a floppy drive! What will people ever do without a floppy drive!? Apple is entirely crazy for pushing progression like that. They're going to go out of business any minute now.

There are people who, for various reasons, don't like to carry credit cards, or do not have credit cards (not all kids have them, you know). Cash is a medium most stores accept. Unless they've been getting ripped off a lot, there's no reason not to accept it.

testudo
Forum Regular

Joined: Aug 2001

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11/26, 07:50pm | report spam | close Reply |
Re: good idea

The idea of no longer having registers in the store is a think different attitude

Its different. That doesn't make it a good idea. If you just want to pick up a piece of software, what then? Esp. when its busy. You just end up wandering around waiting for some 'personal shopper' to be finished with someone with annoying iPod questions ("OK, now tell me everything different between these two iPods...")

And nothing reinforces the Mac stereotype and saying "Hey, we're elite" then 'personal shoppers'. Most people don't need a personal shopper (you'd think Mac users would know what they want). And after you've been 'shopped', will they follow you around as you browse other things? Or, when you decide you're ready to check out, then you've got to find someone (who's now helping some fool asking about the differences between the Zune and the iPod).

Johnny Niles
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Joined: Jun 2007

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11/26, 08:06pm | report spam | close Reply |
Credit cards?

Who said anything about credit? See there's this wacky new invention called a check card, it's a card issued by your bank that acts like a credit card, but it takes money directly out of your bank account instead. So it's like cash, but faster and easier. It's only been around for a decade or more, I can see how you might have missed it.

As usual, you haven't put any thought into your argument. Do you think Apple would have moved to this new system if they didn't have a lot of hard data indicating that most people don't use cash to make their purchases at Apple stores? Or do you think they do stuff like this just because they can?

Furthermore, where in anything you've read did it say that Apple is not accepting cash any more? They said they were eliminating cash registers in the front of the store - they did not say they weren't taking cash any more.

They had already started this new system when I bought my iPhone. I was looking at iPhones, a guy came over, I told him I wanted to buy an iPhone, he picked it up, scanned it, I gave him my check card, he ran it, and that was it. I was emailed a receipt. Fast, easy and convenient. Now tell me again why this is a bad idea?

howiethemacguy
Fresh-Faced Recruit

Joined: Sep 2007

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11/26, 08:08pm | report spam | close Reply |
re: cash?

Not all of the cah registers are gone. Of course you can still use cash at an Apple Store. If you even have to ask, it shows you don't bother to even visit the Apple Stores.

InfraredAD
Fresh-Faced Recruit

Joined: May 2001

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11/26, 08:26pm | report spam | close Reply |
ok hold on...

ahem... one question... when's the last time you paid $2000 or even $100 for an item, in cash?

exactly.

smsm1
Fresh-Faced Recruit

Joined: Jan 2007

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11/26, 09:14pm | report spam | close Reply |
check card?

Over here in the UK we have debit cards that take money straight from your bank account. In fact it has been said that credit cards can be more secure than debit cards as a someone can't suddenly take your salary from your account. Also over here in the UK the card supplier is also responsible if something goes wrong with your purchase, if it cost more than �100.

unity@mac.com
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Joined: Sep 2005

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11/26, 11:13pm | report spam | close Reply |
Cash....

You just had the Apple rep cash and he goes and brings back change if needed. Been there, done that.

CaptainHaddock
Grizzled Veteran

Joined: Apr 2004

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11/27, 12:41am | report spam | close Reply |
Japan

I wonder what they'll do in Japan, where everyone uses cash, even for large purchases. (My friends actually bought their house with a plastic bag full of cash.)

Handing the guy cash and waiting for him to come back sounds a bit awkward.

phayd
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Joined: Aug 2002

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11/27, 12:44am | report spam | close Reply |
tips?

Considering that it is becoming more and more like dining (since it is essentially the same when dealing with cash), are we going to be expected to tip our "personal shopper"? If so, forget it. I'll never buy from a non-online store again.

Galen Wood
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Joined: Nov 2007

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11/27, 01:20am | report spam | close Reply |
Retail...

infraredad,

As a long-time employee in many big box stores, as well as a few Apple authorized sales centers, you'd be surprised how many people walk in with cash in hand, ready to spend $1500 - $5000.

A lot of places aren't accepting cheques anymore, especially smaller stores that have a lot to lose with even one phony cheque. Some don't even accept a certified cheque, or they at least have to wait for them to clear before an exchange of product occurs.

Debit cards often have a limit to how much can be spent in a day, and, as was previously mentioned, not everyone has access to credit cards.

Best Buy and Futureshop are two big-box stores that don't really emphasize on cash registers: All sales people are required (or they used to be) to carry a small wallet with change so they can do cash transactions. I believe that they bring everything to customer service nowadays.

Also, running off with a register nets you a few hundred dollars (more if not properly maintained). Running off with a pocket scanner... nets you a pocket scanner.

LtCarter47
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Joined: Dec 2004

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11/27, 03:04am | report spam | close Reply |
Don't like it

THe first time I went into my local apple store after they made the switch I lined up at the counter that used to be the registers, and it was busy with people getting one 2 one training. It was fairly busy, so no one asked if I needed anything, and I ended up getting a little frustrated and asking someone at the genius bar to ring me up, and then they directed me to the people walking around. It was annoying, and I wasn't very satisfied when I left.

mproud
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Joined: Feb 2003

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11/27, 03:05am | report spam | close Reply |
Cash at Genius Bar

You silly people, the cash is done alongside the Genius Bar counter.

guzzi
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Joined: Jun 2006

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11/27, 09:16am | report spam | close Reply |
On another note

Let me say that Apple has done a GREAT JOB with retail. ( and I work for a re-seller ) But my experience at the store in South Jersey was pretty bad, I took a friend to the store so that he could see all the Macs in one place. I stood back, didn't say anything except my friend here has a 7 year old Dell Laptop and was thinking about a Mac can you show him around. The sales person said sure then jumped into iweb " You see I was going to build a web site about the band YES so I went here then I pulled this off the site....bla bla bla" and I saw my friend's head about to explode. . I had to stop him and say, that's cool but how about showing him the iMac how things plug in you know the basics. He got a bit put off by that showed him iMovie and then went on to other customer...WOW- I hope all the sales staff aren't like that. If I wasn't there I'm sure my friend would have walked out and went right to Best buy and got something other then a Mac. The day I was there the sales people were using the portable scanners and product was flying out of there like they were giving it away. I think Apple needs to monitor what is being said to potential customers....AND DON'T FORGET THE RE-SELLERS WHO KEPT APPLE IN BUSINESS!!!!!

macdude22
Forum Regular

Joined: Nov 2001

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11/27, 09:20am | report spam | close Reply |
Feels like your important

Our store in Jordan Creek has had this format for a while now (and they did away with the hideous key lime shirts). It's like your king of the world going into these stores now. My wife and I went in to drop off a MacBook (which they were able to repair while we waited it turned out) As we waited we chatted with one of the ladies working the floor about various things mac, including my distate for the glossy imac screens (thank the lords of kobal I bought my 2.33 when I did). Anyway we eventually milled about the ipod nanos (I had a first gen nano, the wife a pink mini) and decided what the hey watch some video podcasts or something, they bring out a couple ipods, swipe my bank card, bam. Bout that time the MacBook was done as well.

Long story short, first time I went in I was like what the h*** happened to the registers, now its like, oh man who stands in line at stores, the store comes to me to sell something.

cniwnc2
Fresh-Faced Recruit

Joined: Oct 2007

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11/27, 10:09am | report spam | close Reply |
bags

Waited at a counter for an employee to ring me up (two boxes of Filemaker, a hard drive, a few cables, an ipod case). He had his requisite smirk as he let me know -- clearly he's smarter than I -- that ANYONE could have checked me out anywhere. So I smirked back and asked him which pocket he keeps his bags in, or did he expect me to walk around a mall cradling six boxes.

itguy05
Forum Regular

Joined: Apr 2005

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11/27, 10:46am | report spam | close Reply |
Cash? What's that?

With my debit card, I almost never carry cash. And have not for years. I just hand it to them, it's rung up, and the $$ comes out of my account. Simple, easy, and I don't have to worry about cash.

Rance
Fresh-Faced Recruit

Joined: Apr 2002

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11/27, 11:34am | report spam | close Reply |
*ahem*

A) Yes, Apple stores still take cash. By law, they have to (at least in the US). But if you look at the percentages of types of tender taken, cash and check are a minor percentage.

B) Personal shoppers are mostly for switchers, or pro users that need more information about their purchase. Switchers sometimes need a lot of time to get all their questions answered:

Will my iPod even work with a Mac?! What about Microsoft Office? How will this work with my broadband connection? Will my digital camera work? How do I get on the internet? What happens when someone sends me x from a Windows computer? Etc.?

Macs are not just being sold to ubergeeks anymore, your average run of the mill "I just want to do email and the internets" people are buying them now, and no, they don't know everything about computers, networks, file type compatibility, etc.

C) Apple Retail is trying to make things efficient. When a "low traffic" store sees several thousand people come through its doors each day, you *have* to think about efficiency, and try to balance that with customer experience and satisfaction.

If something doesn't work, Apple does change it, but keep in mind, highest sales per square foot in retail, period. They must be doing something right.

testudo
Forum Regular

Joined: Aug 2001

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11/27, 11:48am | report spam | close Reply |
cash

As for cash, the word got out about Apple not accepting Cash for purchases of iPhones, and people probably took that to mean everything.

And there's a lot of people who want to pay in cash. With the concern of identity thieves, card swipers, data-mining, etc, the paranoid and data-sensitive types might like to be able to make a purchase that isn't easily traced back to them by 500 different mail-order houses.

Johnny Niles
Fresh-Faced Recruit

Joined: Jun 2007

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11/27, 12:11pm | report spam | close Reply |
Sigh

Testudo, you really aren't very good at this. I pointed it out, then multiple people after me pointed out that the Apple Stores are still taking cash. They're removing the registers from the front of the store, but here it is again - They're still taking cash.

So what was the point of your above post? People can still use cash at the Apple Store so why are you still making arguments for cash? Does that make any sense, knowing that - and here it is one more time - the Apple Store still takes cash?

itguy05
Forum Regular

Joined: Apr 2005

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11/27, 12:22pm | report spam | close Reply |
Do not have to take cash

"A) Yes, Apple stores still take cash. By law, they have to (at least in the US). But if you look at the percentages of types of tender taken, cash and check are a minor percentage. "

FALSE! Straight from the US Government: http://www.treasury.gov/education/faq/currency/legal-tender.shtml

"And there's a lot of people who want to pay in cash. With the concern of identity thieves, card swipers, data-mining, etc, the paranoid and data-sensitive types might like to be able to make a purchase that isn't easily traced back to them by 500 different mail-order houses"

Uh, OK, Looserudio. They'd feel more safe walking through a crowded mall with $100-3,000 in their pocket?

Not to mention even if you never carry a credit card, the government has way too much information on you. And so do private companies. There is no "privacy of your information" at all anymore. If you are or have walked this Earth there is a database file on you somewhere.

Rance
Fresh-Faced Recruit

Joined: Apr 2002

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11/27, 12:36pm | report spam | close Reply |
@itguy05

From the link you provided:

Private businesses are free to develop their own policies on whether or not to accept cash unless there is a State law which says otherwise.

I live in one of those states... so I partially retract section A of my statement. :)

Pennywigeon
Fresh-Faced Recruit

Joined: Oct 2007

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11/27, 02:31pm | report spam | close Reply |
SImple

It is called a cash drawer. Only one is needed and it sits underneath the counter. They ring you up with a hand held scanner and walk you over to the "cash Drawer" if you are one of those rare customers paying in cash or writing a check. Not hard. Has been done for years in some sectors and takes up very little real estate in a store.

SOmetimes the answer is simple its unheard of.

SDW2001
Forum Regular

Joined: Jul 2001

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11/27, 04:00pm | report spam | close Reply |
It Doesn't Work

I've seen it in action and I can tell you it is a terrible system. The change of check-out procedure is not made clear. People are wandering around as employees refuse to talk to them, because they are with other customers. I go to the Apple Store frequently, and I didn't know about it until they explained what was going on. It sounds like a good idea, but I assure you in reality it just makes customers confused and even angry.

testudo
Forum Regular

Joined: Aug 2001

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11/27, 04:49pm | report spam | close Reply |
Re sigh

Testudo, you really aren't very good at this. I pointed it out, then multiple people after me pointed out that the Apple Stores are still taking cash. They're removing the registers from the front of the store, but here it is again - They're still taking cash.

And I didn't say they weren't. I was explaining why some people were saying "They no longer take cash!" (as many of you seem to be espousing that they do, and asking "Who says they aren't?"). But, I guess, you're way too brilliant to need said explanation.

So what was the point of your above post? People can still use cash at the Apple Store so why are you still making arguments for cash? Does that make any sense, knowing that - and here it is one more time - the Apple Store still takes cash?

Well, if you could read and comprehend everyone's post, rather than worrying about finding something to rail on me about, you'd also notice there's several people saying "Who pays by cash anymore?". But, again, you missed that pointed question, I guess.

And, since you seemed so perturbed by my post (which was actually trying to be informative - explaining why some people were under the impression cash was no longer accepted, as well as answering those questions of "why someone would pay by cash"), I must ask you the same questions So what was the point of your above post? Just to find some reason to rail on testudo, because he doesn't get in line with everyone else to suck steve off every chance they get?

bleee
Mac Enthusiast

Joined: Mar 2002

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11/28, 10:56am | report spam | close Reply |
Apple Canada stores suck

The Canadian Apple stores still suck compared to the American ones even the one in Buffalo is better than the in Eaton Centre and Yorkdale shopping centres.

Johnny Niles
Fresh-Faced Recruit

Joined: Jun 2007

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11/28, 02:20pm | report spam | close Reply |
Testudo...

complaining about being taken to task? Oh the irony of it all. Here's what's wrong with what you've been saying in this thread.

"And there's a lot of people who want to pay in cash."

And you can still pay in cash at the Apple store. So what was the point of you saying that? It's redundant.

"the paranoid and data-sensitive types might like to be able to make a purchase that isn't easily traced back to them by 500 different mail-order houses."

So it's a good thing that you can still pay in cash at the Apple Store right? Again, redundant. Just like all of your posts, either redundant, completely pointless or vastly misinformed. So why were you posting anything at all? The point of my post was pointing out where you failed in yours. Sorry if that wasn't clear enough.

And you're a well known idiot on these boards, and it has nothing to do with "not sucking Steve off every chance you get". Being wrong about Apple-related topics isn't just a hobby for you, you've made it into a career. You can go ahead and cry some more about having your BS handed back to you though, I don't really think anybody cares. "You can dish it out but you can't take it", sound familiar?

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Apple overhauls retail customer experience

updated 05:30 pm EST, Mon November 26, 2007

Apple retail overhaul

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