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The secrets of the apple store

June 18, 2011

Forbes covers some of the highlights of a recent WSJ article that explored the secrets behind the success of the Apple store.

It basically comes down to a few simple thing- having a powerful brand has to be key, but control and attention to detail follow closely behind.

“Apple’s control of the customer experience extends down to the minutest details. The store’s confidential training manual tells in-store technicians exactly what to say to customers it describes as emotional: “Listen and limit your responses to simple reassurances that you are doing so. ‘Uh-huh’ ‘I understand,’ etc.”

Many try and copy Apple’s retail approach- thinking they have the formula, but they don’t have the brand (they don’t know who they are), they lack the confidence and the attention to detail to make it really happen.

It all has to start with the brand and if you don’t have that right, you aren’t going anywhere.


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