When Apple first decided to open its own brick-and-mortar stores, the world was wary. Some thought it would be a great success, others expected a catastrophic and expensive failure. On May 19th, 2001, the first two Apple stores opened in California and Virginia. From day one, hundreds of people lined up to visit the store, a phenomenon that continues with each new release to this day. In the first weekend, Apple’s first to stores serve 7,700 customers.
Today, Best Buy stores outnumber Apple stores 5 to 1, but Apple makes 5 times the sales per store. With over $35 million in annual sales from just 270 stores, Apple stores are doing better than Best Buy, AT&T, and Verizon, in a time when tech stores across the U.S. are struggling. What sets Apple stores apart? Many believe it their customer service model, based on the hospitality practices of Ritz-Carlton hotels.
At the Apple store, customers receive similar treatment. Employees are there to greet you upon entering the store, the Genius Bar is built to resemble a concierge station, and employees will address you by name. Much like at a hotel, customers at the Apple store make reservations, ensuring that an employee will be available to help them upon their arrival, and minimizing wait time.
Today, Best Buy stores outnumber Apple stores 5 to 1, but Apple makes 5 times the sales per store. With over $35 million in annual sales from just 270 stores, Apple stores are doing better than Best Buy, AT&T, and Verizon, in a time when tech stores across the U.S. are struggling. What sets Apple stores apart? Many believe it their customer service model, based on the hospitality practices of Ritz-Carlton hotels.
The 5 Diamond Treatment
From the very beginning, Apple sent its store managers to Ritz-Carlton hospitality training, and model its stores and service on that of the high-class hotel chain. The Ritz-Carlton hospitality model emphasises greeting customers warmly, addressing them by name, and providing a personalized and positive experience to every guest. In fact, it’s rumored that Ritz-Carlton employees are free to spend up to $2,000 to ensure a guest has a positive experience.At the Apple store, customers receive similar treatment. Employees are there to greet you upon entering the store, the Genius Bar is built to resemble a concierge station, and employees will address you by name. Much like at a hotel, customers at the Apple store make reservations, ensuring that an employee will be available to help them upon their arrival, and minimizing wait time.