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The secrets of Apple's retail success

Apple's retail stores have grown into a multi-million dollar business due to its strict employee guidelines and thoughtful attention to minute details, like the music used on demo machines. The Wall Street Journal took a close look at Apple's retail operations and identified the secret sauce that has led to the company's retail success.

These closely-guarded methods include:

  • Strict control over its employees: Apple employees are not allowed to discuss rumors with customers, and technicians are not allowed to mention any glitches. If you are caught writing about the company on the internet, you will be fired. Tardiness is not tolerated, and employees who are six minutes late to work more than three times in six months can be let go.
  • An emphasis on customer satisfaction, not sales numbers, that is spelled out with the acronym APPLE.
    • Approach customers with a personalized warm welcome
    • Probe politely to understand all the customer's needs
    • Present a solution for the customer to take home today
    • Listen for and resolve any issues or concerns
    • End with a fond farewell and an invitation to return.
  • As part of this APPLE approach, technicians are urged to listen to customers and respond with assurances that you understand their needs. Salespeople are encouraged to find solutions for customers and not just make a sale. They are not allowed to correct a customer's mispronunciation. New employees also undergo a rigorous training and mentoring process that can take weeks to complete.
  • Retail pay starts at US$9-$15 per hour for sales staff and up to $30 per hour for Genius employees. A move from retail to corporate is rare, and many employees leave when they realize they can't advance up the ladder.
  • Though there are no sales quotas or commissions, Apple employees are encouraged to sell service packages. If they don't sell enough care plans, they will be re-trained or moved to another position within the store.

These key components and more have joined to create a unique experience that draws millions of customers through Apple's retail stores each quarter.



 

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Ericool9

lol Apple recruitment are a big bunch of idiots!!!! Iv had 6 years IT retail experience and 2 years management. Then Invited me to a seminar and the rejected me. and then a week later another invite!?! I figured it was a second interview, but it wasn't!!! It was the same stupid interview!! The people at Apple have a basic knowledge off IT and to select them over my 15 years is a joke! I look forward to watching them crash down some day lol Like IBM ect.. Thank F$%@ I jailbreak my iphone!!! O and the outcome email contained nothing in the body of the message. Just a header " Thank you for your interest in Apple Retail" so I had to guess the rest. IDIOTS!!!

July 14 2011 at 3:14 PM Report abuse +1 rate up rate down Reply
Kejen Kana

wow thats interesting....

July 05 2011 at 3:14 AM Report abuse rate up rate down Reply
Wuxroo Worman

Wow thats pretty amazing, seems like the Genius Bar is a very good job.

www.complete-privacy.no.tc

June 16 2011 at 10:34 AM Report abuse rate up rate down Reply
1 reply to Wuxroo Worman's comment
BlankaK

If you are a genius in fixing problems with computers, 100$ an hour is available next door. Without some prick "store manager" monitoring you all the time.

June 17 2011 at 5:29 AM Report abuse rate up rate down Reply
Corby Ziesman

This is worded a bit funny... it makes it seem like not promoting people to corporate is a key component of their success.

"Retail pay starts at US$9-$15 per hour for sales staff and up to $30 per hour for Genius employees. A move from retail to corporate is rare and many employees leave when they realize they can't advance up the ladder."

"These key components and more have joined to create a unique experience that draws millions of customers through Apple's retail stores each quarter."

June 15 2011 at 7:57 PM Report abuse rate up rate down Reply
Kevin Cullis

For those that have an interest in working for Apple Retail, here is some hard research into working, whether it's Apple or not. http://www.businessnewsdaily.com/employee-training-advancement-1402/

June 15 2011 at 5:25 PM Report abuse rate up rate down Reply
Tim

I loath the Apple store. The only reason I go there is because no one else stocks many of the Apple accessories that I like. Getting someone to check you out after you have found what you were looking for is a bit like asking a stranger for the time of day.

June 15 2011 at 5:10 PM Report abuse rate up rate down Reply
1 reply to Tim's comment
deviladv

That's very odd. I visit three Apple stores semi-regularly and I've had a great experience at all of them. And at the same time I'm confused by your statement that they are the only place that stocks the accessories you like. There are tons of accessories online with tons of information and reviews. Apple never stocks enough if you ask me and I never buy any of them there unless I've thoroughly researched that they are what I want and that it's a good price.

June 15 2011 at 6:04 PM Report abuse rate up rate down Reply
Matthew

I applied for a job at a apple store and a couple of weeks later got an email back. The email said that Apple Store was having a hiring seminar on a sunday 7-9 pm. I got that email friday night, i did attend the hiring seminar there was around 5 people. Filled out a two page form saying what position and hours we were able to work. The second page had a bunch of questions, like what are the benefits of a mac over a pc. After answering the form we watched what was basically the hiring manager show slides on a imac. Then he asked us questions about the slides and products. Then watched a video of Apple employees talking about how fun it was working there. We were then told we had like 5 minutes to go around and find an apple product and pretend you were the specialist. It wasn't so bad but would have been easier and made everyone less nervous if you didn't have to talk about a product you played with for five minutes. Having all these potential employees watching you talk about it, while the other apple employees write down your review and pretended to be a clueless customer. At the end of the seminar we were told we would be contacted the next day and that the hiring manager and team just needed to review and go over people's personalities. The next day i got an email saying,SUBJ: Thank you for your interest in Apple Retail

Thank you for your interest in opportunities with Apple Retail. As you can imagine we received a large number of qualified applicants for this role. At this time we have chosen to move forward with other candidates that meet the needs of today. I want to personally thank you for your interest and for investing the time to speak with us about this opportunity.

Thank you again for your time and interest in Apple. We wish you the best in your future endeavors.

I thought i did really well but i guess it was not meant to be. Also i have read other people saying they had like four-five interviews at one store and in the end didn't get the job. That just seems crazy to have that many interviews for a retail job that is most likely going to pay $10 an hour. Maybe Apple can read peoples minds because i know some employees there said they work and hang out there and they don't want to leave, me personally when i am done working at a job i go find something else to do on my free time.

June 15 2011 at 4:01 PM Report abuse +1 rate up rate down Reply
GoonerYoda

LOL. I work at an Apple store and it sucks. My manager is a jerk. The customers are idiots. The "Genius" bar folks have room temperature IQs. I'm only there because I get paid a ton of money for very little work.

June 15 2011 at 3:24 PM Report abuse rate up rate down Reply
nsk

I enjoy going to Apple stores BECAUSE of the employees. They're generally smart, energetic, bright, and knowledgeable. There was an Onion skit awhile ago about how Apple store employees will stand around and BS with customers in order to make the customer feel good, and I think that's absolutely accurate.

Moreover, the employees who have been Apple geeks since the '90s and earlier become super helpful and pleasant when they realize that they're dealing with someone similar. I always crack a System 7 joke when I'm dealing with a Genius, and at the very least it makes the interaction more enjoyable and less confrontational.

All that said, as long as I can buy Apple products on Amazon and not pay sales tax, I won't purchase anything from a brick-and-mortal Apple store, nor Apple.com.

June 15 2011 at 3:18 PM Report abuse rate up rate down Reply
1 reply to nsk's comment
John Mc

Sure smart and energetic, but more interested in chatting amongst themselves than working the floor.

June 15 2011 at 10:10 PM Report abuse rate up rate down Reply
AKTheCrusher

Now I know why Apple Stores never will come to Norway. First: wage. I work at a relatively cheap book store, and earn $25 per hour (that's before low, mid and high overtime). Second: employee satisfaction. In Norway there's an incredibly strong workers union, that would drive Apple out of the country for super strict policies.

June 15 2011 at 2:42 PM Report abuse +1 rate up rate down Reply
1 reply to AKTheCrusher's comment
T-Will

The beauty of Socialism.

/sarcasm

June 16 2011 at 12:51 PM Report abuse -1 rate up rate down Reply
1 reply to T-Will's comment
Publius

Damn skippy! 25 bucks an hour? A place where work is dignified and respectful no matter how menial the task? A perk being that I can suck cash out of some obnoxious "free market" *******'s pocket? Sign me up!

/non-sarcasm

P.S. I'll keep my socio-political views to myself if you will, too.

June 17 2011 at 2:07 PM Report abuse rate up rate down
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