The experience of being an Apple customer begins in the shop

Mar 9, 2007 11:25 GMT  ·  By

The Cupertino based company once known as Apple Computer - now just Apple - is, without a doubt, a symbol of quality. Few companies worldwide have the same customer-orientation as Apple does. Product quality is only part of the experience of being an Apple customer. Apple promotes excellence in every step of their journey to fully satisfy the customer.

Fortune magazine recently listed Apple among Most Appreciated Companies, on the seventh place. Apple ranks second in the Computers section of the same listing. Yesterday, Fortune published an article called "Apple: America's best retailer". In this article, Fortune contributing editor, Jerry Useem, writes about Apple's chain of retail stores and how it became what it is today.

Apple has now little over 170 stores, most of which in the United States. They plan on building as many as 40 new stores this year, ten of which abroad.

The first thing one would 'notice' when looking at one of these retail stores is the fact that it's a work of art. All stores are thoroughly designed to give customers that clean, spacious, simple, Apple-like feeling. Locations are crucial as well, Jobs has always contracted the best spaces, regardless of the cost.

Only glass, wood and stainless steel are used in Apple Sores. And don't think these are the regular materials. "We spent a year and a half perfecting that steel. Stainless steel can be cold if you don't get the finish right. See the bounce?", said Ron Johnson. Looks like they're all perfectionists in Cupertino.

Besides the outstanding design, the stores are also uniquely planned, to suit more the customers' perspective. They are organized into solution zones for movies, photos, music, and kids. The stores are said to offer a hotel-like feeling. They have no checkout counter. Instead, assistants carry wireless credit-card readers and check on customers to see if they choose to buy.

The Genius Bar has become an Apple Store trademark. Along the newer "Studio", the bar provides with help instead of drinks. Customers receive advice, answers, technical support and even creative assistance. This is a highly appreciated service among Apple customers.

As Fortune points out, Apple Stores are not just great-looking, but also prove to be highly profitable. "Saks, whose flagship is down the street, generates sales of $362 per square foot a year. Best Buy stores turn $930 - tops for electronics retailers - while Tiffany & Co. takes in $2,666." One square foot of Apple Store generates an astonishing $4,032. I'd say those retail stores were a good investment, after all.

For more detailed information on Apple's chain of retail stores and their life-cycle, see the article on Fortune. Why this article, you might ask. Well, though Apple stores attract 13,800 visitors a week, many of you haven't been among those visitors. I have never seen an Apple store and I probably won't get to see one in the near future. This is for all you like me, out there.

If you have an opinion on Apple's stores and are willing to share it, please feel free to leave a comment.