If you’ve been to one of the 100 largest Apple Stores recently, then you noticed a big difference. Apple has redesigned all of these stores with the goal of turning them into community spaces. Apple Stores have always had a social side (before 4G and abundant data, I knew people who would swing into an Apple Store to check their email or browse the internet), so Apple is leaning into that concept. These stores are shifting their Genius Bars into “Genius Groves” (yes, there are trees) and launching new 90-minute “Today at Apple” workshops all with the goal of improving the stores’ atmosphere.
The Apple Store redesign is part of a larger trend in retail of enhancing the customer in-store experience. Each year, digital shopping becomes easier and retail foot traffic is dropping. Millennials are increasingly becoming the desired target and their shopping habits are significantly different from the previous generations’.
So, the question for retailers is how do you justify redesigns by quantifying subjective goals, such as “increased customer loyalty” and “enhanced customer experience?” // read more