Apple Inc-Retailing

Last week we discussed the global vision of Apple Inc, today we are going to talk about the retailing.

Introduction:Apple Inc, is an American multinational company that manufactures, designs, markets and retails consumer electronics, appliances and personal computers. Entered the retail industry in 2001-First retail outlets set  in VirginIa and California. To date, Apple retail industry has more than 300 outlets worldwide.

The Service Marketing Service Mix is an expansion of the 4PS. In the marketing mix which includes People, Physical evidence and Processes.(Kutler,2000)-In order to succeed in retail, Apple cannot rely on the 4PS of alone.Top quality service requires consideration and research on the additional Ps of the service marketing mix-Apple has effectively executed strategies based on the service.

• All human actors that play a part in the service delivery including customers and employees. (Boom and Bitner,1981) Apple trains its retail staff to be customer oriented and are passionate fans of its products. The physical surroundings where the service is delivered and customers and employees interact. (Boom and Bitner,1981) Apple stores interior incorporate an open, clean and spacious concept.The operations, procedures, mechanisms and flow of activities where the service is delivered. It is also known as service delivery and operating systems. (Boom and Bitner,1981)Apple incorporates a standardize training operation for all retail staff and paid close attention to the flow of experience while designing its stores.

• Out of all the service marketing mixes, Apple ‘s strength lies in thePeople element.•Retailers regardless of industry will eventually evolve their recruitment methods and instil the values of good customer service to its retail staff as Apple has done.•Retail industries will now have to rethink of ways to improve on the flow of customer experiences which would mean a paradigm shift in processes and standard operating features and inclusion of new technology.

Apple's Retail Secrets:

• Just as Apple had to “Think different.” about retail, every retailer should rethink the purpose of their stores and focus on the experience a new customer has during the shopping process. Apple changed their layout considerably before they even opened their rst store and continue constantly tweaking their store environments to this day. Every retailer should be proactive in learning what works and what doesn’t work and optimize the retail experience accordingly.
• Apple does not just sell products in its stores, rather it provides a rst class retail experience that delights shoppers and visitors alike. Any retailer should apply the secret of personal delight to make its visitors feel appreciated, its employees motivated, and its customers connected to something more special than a purchase transaction.
• Apple empowers its store’s visitors by letting them touch everything, try anything, and stay as long as they like. Apple also invested in self-service tools to empower customers to schedule their own appointments and to purchase products online and in-store. Retailers should provide similar tools to allow customers to control their shopping experience while giving them a reassuring feeling of control.
• Apple believes the purpose of their stores is to enrich the lives of their customers. Retailers should take
  this important cue from Apple and ensure their staff is not focused on just selling products, but intent on building relationships and making people’s lives better.
• Apple goes beyond the ordinary to make their products and their stores feel special. Retailers should consider ways to do more than necessary to surprise and delight their customers. Customers will react positively to stores that makes them feel that people who work there are encouraged and empowered by their employers to go one step further to ensure customer happiness and satisfaction.