If you thought Apple’s retail chain was like any other consumer chain in the world, you were mistaken. A new video just released by Washington Square Films demonstrates that Apple develops its retail philosophy very carefully and takes into account every single detail. The mini film which also won some awards, aims to illustrate the importance Apple places on the experience it provides customers with in its store locations.
The video is entitled “Retail Significant Stores” and presents Senior Vice President of Retail Operation, Ron Jonhson and Bob Bridger, discussing some insights into the philosophy of the Apple store. 9to5Mac was the one who discovered the mini-movie in the Washington Square Films archive. The clip never officially aired because it was meant to provide inspiration for Apple store workers only. The video is one year old. Since then, Jonhson left Apple and went on to become CEO of J.C. Penney. The mini-clip features images of Apple retail stores around the world (we can see New York’s Fifth Avenue, the London store and the one situated in Shanghai) interwoven with the guests’ commentaries. Jonhson states at one point:
"If you can tailor a store uniquely to its setting, it can actually improve communities. Most retailers view their space as the square footage they rent, we view our space as the environment we inhabit."
The speakers in the clip also try to explain Apple’s enormous success in the tech world. It’s not so much because of innovative products like iPhones and MacBooks. No, the popularity and brand loyalty stems from the fact that Apple views each customer as special and offers him/her all the attention they need.
Source 2: Link to video