Apple stores show a before and after, after the incorporation of Angela Ahrendts in the spring of 2014 as head of the Retail channel, focused since then on advising on the purchase of the most appropriate Apple product for each user. The company's management cannot be blamed for a high growth in sales of Apple products.
If last week we commented on a first change in the nomenclature of physical stores, this week a more profound change is being discussed in various media that would affect, on the one hand, the design of the stores, but also the creation of new positions and new functions for reinforce the experience in terms of Customer Service, in the most satisfactory way possible.
The changes will start in the stores of United States and United Kingdom. If the model works or makes any improvement detected, it will be transferred to the rest of the physical stores.
The physical changes that will take place are not known. Regarding the change of organization, there are several positions that are created:
- Pro: this figure will be known as the manager of the store and would include the employees with the greatest knowledge of the company's products and services.
- Creative pro: Possibly it will be the second on board, they would have a very high knowledge about the products. It will differ from the Pro position in serving clients with very specific demands, being Pro for all kinds of or more generic demands.
- Technical expert: Will assist us in the first instance in the event of problems with our equipment. Above this will be the Technical Specialist and is created specifically to relieve workload on Genius.
Other positions have also been predefined, these are:
- Red Zone Specialist → Specialist
- Family Room Specialist → Technical Specialist
- Business Specialist → Business Expert
- Back-of-House Specialist → Operations Specialist
- Inventory Specialist → Operations Pro.
But every organization should have a message and for this a Credo that summarizes the spirit of the company towards the end user.
