Apple Store Goes With the Flow
I keep trying to not blog about Apple. But they just me gave another reason to do so.
I didn’t really want to go near the Apple Store near me last weekend because of all the crowds expected for the iPhone debut. But I was in the Fashion Valley mall anyway, there was no line outside the door and I needed to buy a program for my Mac.
What a surprise: The entire layout of the store has been completely redone–for the better. The cash wrap, which had been just a few feet straight ahead of the entrance, was gone. It’s now at the very back, a great way to pull customers all the way through the store. And besides, the old cash wrap often had multiple lines of customers, which forced people entering to squeeze by them.
While the previous layout felt cramped, the new one actually makes the same space seem larger. The center aisle of the store is much more open and conducive to browsing. The tables on both sides of the aisle are spaced well apart and filled with hardware, further encouraging foot traffic. All the software programs are on one wall, with the best sellers at eye level. Some salespeople carry wireless POS (point-of-sale) devices that ring up purchases, accept credit cards and print receipts on the spot.
There was a crowd at the iPhone table, but those early adapters had plenty of room to congregate. Larger than the others, the table had even more space around it, so everyone could get their hands on the media darling.
I don’t know if the sales floors of other Apple Stores have been redesigned. But I think it would be a good idea for their managers to see the Fashion Valley store in San Diego, California. And I’ll say it again: Look at the design leaders like Apple, the Gap, Crate & Barrel, and Restoration Hardware. Study their layouts, then think about how you can emulate them in your store. I don’t think they’ll mind at all.


Jeff Grant's Retail Blog
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