I’ve talked here before about my two decades-plus as a devoted Apple Macintosh user. I’ve also bought many Sony electronics products over the years. Both companies have retail stores, but I’ve never been too thrilled about Sony’s. They just sort of ramble on, with no focus. I’d just as soon be shopping the electronics department at Walmart.

An article in The New York Times (free registration may be required) bears me out. The writer visited several Apple and Sony stores in the San Francisco bay area to check out the vibes. Not surprisingly, the huge Sony shops were pretty much devoid of customers and the sales staff was inattentive. But even Apple’s smaller stores were packed with customers getting up close and personal with the merchandise as staff hovered nearby to assist with any question. The stores’ interior–with its clean lines, soothing colors and displays that invite hands-on product demos–are what I feel draw customers back again and again.

I believe both companies make great products, but it’s a shame that Sony still doesn’t understand retail. I’m not the only one who feels that way. A retail consultant quoted in the article says Sony’s stores “…are not energized and not shop-able” while Apple stores extend an “emotional connection” to their customers that Sony’s don’t.

I only fault Apple for the way some employees treat women shoppers. My sister-in-law, a Mac expert, usually can’t get anyone to approach her in an Apple store. When she finally flags one down, the employee acts amazed that she knows so much. That’s a shame, because she’ll only buy from a proactive salesperson who treats her with the respect all customers deserve.

If you’re wondering about how to attract more customers to your retail store, do yourself a favor and visit an Apple outlet. In my experience, there’s always a greeter at the door and plenty of easy-to-identify salespeople eager to help. You may not have the budget for that kind of customer-to-employee ratio, but you can train your staff to be responsive to customer needs. And, unlike Sony, make sure they treat everyone with respect.