I was reflecting recently on how many iconic High Street names have disappeared over recent times and the reasons why they became irrelevant and therefore unsustainable. The Internet has obviously had a profound effect with consumers enjoying shopping from the comfort of their own homes whilst expecting instant retail gratification with next day delivery.
There are some retail outlets that are bucking the trend however and still manage to attract shoppers into their stores to spend money. One example of this is Apple; every time I pass their store in Solihull it is always bustling and full of consumers.
Now I will admit at this point to having been a massive fan of Apple products – from the Mac in my office, the MacBook Pro that is with me on the road, my iPad and iPhone - they all work together beautifully. I also use Logic Pro, which is an Apple digital audio workstation where I can write and record music using Apple hardware – it is intuitive, easy to use and works brilliantly.
I recently found myself in Solihull and decided that I wanted to look at updating my iPhone 6 plus; it is 3 years old and has been all around the world with me. There’s nothing wrong with it but I thought it would be nice to update it and give my phone to my partner so she can upgrade her iPhone 5.
Here’s where it all started to go wrong- I approached a member of staff and asked for some help in comparing products so I could choose the right one for me but was informed I needed to ‘check-in’ with the person at the front. So off I went back to the entrance and repeated my requirement. I was told to ‘wait there’ until someone was available (it felt a bit like being told to stand in the naughty corner). I waited and watched as the amply staffed store employees all enjoyed chatting to each other; I will point out now that this was late morning on a weekday so hardly a peak footfall time. After 10 minutes I gave up waiting and left.
A few days later my partner went into the store to enquire about another product – the same pantomime ensued but she at least got to talk to someone. She wanted to know about technical specifications and was pointed in the direction of the Internet because (and I quote) “All of the information you need is there”. So what is the point of an Apple Store if you’re either a: ignored or b: sent off to look online? My loyalty as a customer is being seriously tested and for the first time in nearly 10 years I’m considering other brands and operating systems.
Automotive retail is going through a similarly turbulent time at the moment and the biggest USP that good retailers have is their ability to focus 100% on the customer’s needs. Retail might be changing but the old adage that ‘people buy from people’ still rings true – something that Apple should be mindful of because if they continue to fail to deliver any kind of customer experience their loyal consumers will slowly but surely desert them.