Addicted To Retail (ATR) Special Feature: Case Study – Apple Stores’ Consumer Journey by Zak Hoke.

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Addicted To Retail (ATR) Special Feature: ATR RETAIL READ – Case Study – Apple Stores’ Consumer Journey by Zak Hoke.

In the first of ATR’s ‘RETAIL READ’ case study reports, we delve into the societal, environmental and high-tech pressures that are driving the next-generation of consumer behavior and shopping experiences. With brick & mortar at the heart of our industry, we examine key strategies and global trends that brands, retailers and agencies across industries can apply to effectively and immediately impact the in-store experience of their consumers.

INSIGHT

_ BRICK & MORTAR IS NOT DEAD BUT “RETAIL” AS WE’VE KNOWN IT IS ANTIQUATED AS THERE IS A NEW GENERATION OF CONSUMERS THAT PRIZE EXPERIENCE OVER OWNERSHIP.

OBJECTIVE

_ EVOLVE THE CONSUMER IN-STORE JOURNEY.

MISSION

_ FOCUS ON REMOVING FRICTION WITHIN THE SHOPPING EXPERIENCE.

APPROACH

_ LEVERAGE LEARNINGS GAINED AFTER ANALYZING “BEST-IN-CLASS” COMPANIES THAT DO IT WELL GIVING CONTEXT TO CURRENT AND FUTURE RETAIL LANDSCAPES.

THIS RESEARCH YIELDED THE FOLLOWING BRAND IN THE CONSUMER ELECTRONICS INDUSTRY: APPLE.

CASE STUDY – APPLE STORES

Q. WHO’S DOING IT WELL AND WHY?

A. APPLE STORES THROUGH THE LENS OF PRODUCTS, SERVICES AND FORMATS:

* PRODUCTS – CONSUMER ELECTRONICS, COMPUTER SOFTWARE AND ONLINE SERVICES.

* SERVICES – ITUNES STORE, IOS AND MAC APP STORE, ICLOUD, APPLECARE AND THE IN-STORE “GENIUS BAR”.

* FORMATS – OWN, SHOP-IN-SHOP, CONSUMER ELECTRONIC STORES, ONLINE, DEPARTMENT STORES, MALL, ETC.

WINDOWS

_ APPLE ATTRACTS PASSERS-BY THROUGH THE USE OF THE SIGHTLINE INTO THE SHOP VIA THE STOREFRONT WINDOW, FACADE OR ENTRYWAY.

PRODUCT PRESENTATION

_ APPLE ENGAGES THE CONSUMER THROUGH PREMIUM PRODUCT PRESENTATION EXECUTIONS THROUGHOUT THE STORE, CONNECTING CONSUMERS DIRECTLY WITH APPLE PRODUCTS WHERE THERE IS HIGH PRODUCT DENSITY AND A FULL ASSORTMENT OF ACCESSORY OPTIONS.

CUSTOMER SERVICE

_ SERVICE(S) CONTINUE THE CONVERSATION & BUILD TRUST:

* WELL-INFORMED STAFF.
* PRODUCT TRY-OUT STATIONS.
* SELF-SERVICE WALL DISPLAYS.

TAKEAWAYS

WHAT MAKES THEM SUCCESSFUL?

* “TOTAL RETAIL” – A UNIFIED BRAND STORYTELLING PRACTICE ACROSS ALL CHANNELS THAT CULMINATE INTO AN IMMERSIVE SHOPPING EXPERIENCE.

* APPLE OWNS THE EXPERIENCE: FROM SOFTWARE TO HARDWARE (ECOSYSTEM), MARKETING TO MERCHANDISING (STORYTELLING).

* CONSUMER JOURNEY PACKED WITH ”EASTER EGGS” THAT SUPRISE AND DELIGHT.

THANKS FOR READING!

Zak Hoke is an award-winning, multi-disciplinary creative director and in-store experience designer who builds, manages and motivates teams in curating spatial experiences that deepen the narrative consumers experience at the store level, amplifying brand awareness, leveraging artistic expression, and elevates product storytelling moments to evolve the consumer journey in ways that prove both emotionally engaging and transformative.

For a more comprehensive ATR RETAIL READ case study defining what your business can do to stand out from the competition and the best use of your customers’ time, attention and resources to help design omni-channel experiences that strike a balance between performance, relevancy and curiosity, contact Zak Hoke via: ZakHoke [at] Gmail [Dot] Com or for Store Design/Retail Marketing/Research/Visual Merchandising, Expertise, Consulting, Career Opportunities, New Ventures, Speaking Engagements, Market Travel (Retail Tours), and Referral Requests.

LinkedIn: LinkedIn.com/ZakHoke

Portfolio: ZAKHOKE.COM

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