The Apple Experience makes CIO Insight Spring Reading List

April 19th, 2012 @

link to spring read list

Blog &Book Press

Fox News New York Interview

April 13th, 2012 @

Carmine interviewed at Fox News in New York about The Apple Experience.

Blog &Book Press

The Street Interview

April 13th, 2012 @

Carmine was interviewed about The Apple Experience and the success of the Apple stores.

Blog &Book Press

Bloomberg TV Interview

April 12th, 2012 @

Blog &Book Press

Apple empowers its “internal customer.”

March 19th, 2012 @

Apple Store employees—internal customers—are empowered to do what is right for a customer. I talked to one Apple Specialist who was told to stand by the cash register at the back of the store (yes, there is still a cash register in the Apple Store for customers who don’t want to swipe their credit cards on an iPhone app). The Specialist spotted a customer who had been in the store twice before. The Specialist left his position without telling his manager. His manager saw what had happened and brought in someone else from another part of the store to fill the position. When the Specialist returned to his position at the cash register, the manager did not scold him. Instead he was praised in front of his peers for making a customer happy. Shortly before he passed away, Steve Jobs told Tim Cook that he didn’t want employees to ask themselves, “What would Steve do?” Instead they were to ask themselves, “What is the right thing to do?” Apple Store employees are empowered to do what they think is right to create a satisfying customer experience.

When you enrich the lives of your employees, they are more engaged in your business and less likely to leave. When you enrich the lives of your customers or clients, they will reward you with their business and become your most ardent fans. Then you enter the business of enriching lives, magical things start to happen. Stop selling things to people. Start enriching their lives instead.

Blog

Why Major Brands Copy the Apple Store, and So Should You

March 19th, 2012 @

Apple is the most profitable retailer in America. More than 20,000 people a week visit the typical Apple Store and each location generates about $5,600 per square foot.  Apple has changed the face of retail with its minimalist store design, open spaces, simple display tables and large glass entrances. In doing so, it inspired other retailers including its competitor, Microsoft.

As of this writing, Microsoft had opened fourteen stores around the U.S. and they most certainly took a page or two, or three, from the Apple Retail playbook. Friendly employees in brightly colored shirts greet visitors in stores that are spacious, clean, and uncluttered. Expansive windows invite shoppers to see the excitement inside the store and interactive display areas encourage customers to play with Microsoft products. The resemblance to the Apple Store design is more than a coincidence. Microsoft hired at least one Apple Store designer to act as a consultant to its new stores. You can’t blame Microsoft. A store could do worse than copying one of the greatest models in retail history.

Blog

Don’t Sell Products, Enrich Lives

March 19th, 2012 @

Apple stands alone in its ability to get people so excited about the latest product launch that they are willing to wait in line for hours, sometimes days, to be among the first to purchase the precious product.

Before the sun was up, Carmine went to the local Apple Store to experience the phenomenon for himself. Even though Apple is the most successful U.S. retailer, watch this video and learn that it is NOT Apple’s goal to sell you products.

Blog