Apple stores will be revamped to enhance customers experience when shopping for the newly released Apple Watch. Stores will be equipped with new display tables and glass cases for customers to preview, try-on and pre-order their Apple Watch.
Considered as a premium brand in the market, Apple’s transformation is seen as no surprise. Apple’s upscale and redesign of stores into the luxury world, is said to create an environment that will be suitable to sell luxury items such as the 18-karat gold Apple Watch for the wealthy shoppers.
On 10 April, Apple will be offering online pre-orders for their much-awaited Apple Watch, with the first set of deliveries said to be occurring on 24 April, the official launch date. Customers who have interest in the Apple Watch need to book a try-on appointment via the Apple online store or iOS Apple Store app to have a consultation with an Apple Watch specialist.
To meet the high wave of demands, customers interested in the Apple Watch and Apple Watch Sport are offered 15 minute time slots. This appointment will allow customers to journey through the Apple Watch shopping experience so customers can pre-order the watch that best meets their interests.
Apple Watch Edition customers however, are offered a more exquisite and private shopping experience. Apple describing the Apple Watch Edition as “the ultimate expression of extraordinary craftsmanship, incredible innovation, and design driven by functionality and end use… technology becoming seductive, with desirability not necessarily defined simply by a price tag or elitism, but rather meticulous focus on usefulness and utility rooted in beauty”, it is no wonder Apple has hired a new team of fashion and marketing experts from Yves St. Laurent, Louis Vuitton and Burberry to enhance their purchasing experience.
Aiming to make the purchases of Apple Watch Edition highly personal, elegant and meaningful, Apple has offered a different purchasing path for the high rollers. These customers will have a no waiting in line policy, with priority in assistance over Apple Watch and Apple Watch Sport customers. Appointments will also be longer and located in a private try-on area, where interested customers are allocated up to one hour to try on these high-end watches. Apple is said to also set up a Contact-Centre Edition Team for edition buyers to phone and initiate setups or be provided with 24/7 support.
Apple will allow Apple Watch and Apple Watch Edition customers to set up a video chat where an Apple Watch specialist can personally try on the collections. The virtual personal setup is ideal for customers who want to make a quick purchase without visiting the Apple Store. This service however will not be offered to Apple Watch Sport buyers.
To enhance customer experience, all Apple Watch specialists will be trained in order to provide fashion advice and a more personal shopping experience. Apple created sample personas to prepare employees for the launch date so they understand their customers purchasing plan and fashion needs. During the Apple Watch consultation, Apple Watch employees are expected to determine the customer’s knowledge on the functionality of the watch, discuss current iPhone and iOS, push iPhone upgrades, discuss why the watch is being purchased and determine which watch to sell. Apple also set guidelines and style advice for employees to follow, which include:
Make comments about why you think an option is a good choice rather than discussing why an option may not be a good choice.
Explain how earlier customers made decisions between models.
Use other accessories already on a customer as examples for which model would look best.
If the customer is with another person, make sure to get the opinion of that person on which model should be purchased.
Don’t focus on price as a reason to recommend an option because many customers may be willing to spend for a model that makes them feel good.
With the launch date of Apple Watches near, customers should also be aware that special business pricing, financing and bulk discount options will not be available with any Apple Watch purchase. Customers will also not be allowed to use iPhone or non-iPhone trade-in program credit towards the purchase of the Apple Watch.