Apple
retail stores generate more dollars per square foot than any other
retailer in the world. Scott Galloway points out in his new book, The Four,
that Apple differentiates itself from other tech giants such as Google,
Facebook and Amazon, because Apple is a luxury products company.
Consumers spend eight to ten times more for an Apple iPhone than a
Samsung Galaxy, because they are infatuated with the brand. Apple
products connote a status that makes consumers feel good about their
purchases.
Apple's success does not stem from a vastly superior product. Lots
of smart phones, tablets, computers and watches offer comparable
features, benefits and functionality. Apple differentiates itself based
on its ability to emotionally connect with consumers - whether it is to
put 1000 songs in your pocket (as Steve Jobs described the first iPod)
or to think differently, Apple leads the pack in delivering compelling
customer experiences.
Lessons for Showrooms
Apple understands better than most that what we live in is an
"experience economy." Given the fact that most employed Americans have
very little free time on their hands, it is somewhat surprising, and
even contradictory, the amount of time people dedicate to researching
products and services before making a purchase. That's one reason
traditional advertising is not as effective as it once was. Consumers
don't want to hear a pitch or be sold. They crave to know how a product
or service will solve a problem, make their life easier or better, or
improve their current status.
Apple developed 'Today at Apple' to help consumers learn how to use
its products. In doing so, Apple also teaches customers how to use its
products to enjoy new experiences in music, art, design and photography
(among others). Today at Apple features subject matter experts providing
information and educational content that informs. Apple does not focus
on the speed of the processor, the number of pixels or the battery life
of its products.
Decorative plumbing and hardware showrooms can mimic Apple's
approach by producing constant content that helps consumers make better
informed decisions, not only to design a new bath or kitchen, but also
on how to take advantage of the new technology found in fixtures, steam
systems, shower systems and tubs among other bathroom components.
Showrooms understand that building a new bath is never as easy at it may
appear on Home and Garden television or on Houzz.com. Why not
create a customer recipe exchange on your web site? What prevents you
from offering entertaining ideas to your customers? Why aren't you
blogging weekly that will enable you to show up on the first page of
Google searches and stay constantly connected to your customers? Are you
sponsoring remodeling how-to seminars in your showroom? Why not? What
other programs, activities and events could you sponsor that makes your
showroom a place for the community and potential customers to connect?
Apple understands that creating compelling customer experiences
involves catering to customer lifestyles and not simply meeting a
requirement to have a smart phone.
The first Apple store opened 15 years ago. The original design has
been heralded as transforming retail space. The open floor plan and
genius bar were revolutionary. Apple though, does not subscribe to the
notion that if it's not broke, don't fix it. The company is transforming
its retail spaces to move beyond simply a space to sell products.
Instead, "the store has become one with the community," explains Apple
senior vice preside of retail Angela Ahrendts. Ahrendts said that
Apple's goal for its retail operation is to become forums for
collaboration where customers come together to share and work
collaboratively with one another.
Apple wants to emulate Starbucks and transform its stores into a
place where people congregate similar to what Starbucks has achieved.
What can you do to transform your showroom from a place where
people come to obtain assistance with a new bath or kitchen to a place
where the community wants to hang out?
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