Daniel Eran Dilger
A report by ifoAppleStore notes that the elimination of Personal Shopping "became effective yesterday and stems from the belief that every customer should receive the same attention and amount of service."
Originally set up in 2007 as a way for individuals to reserve an appointment with an Apple retail store employee, the company once described the program as "a whole new way to shop at the Apple Store."
As a free service "where you and a dedicated Mac Specialist explore and test-drive products to find out which ones are best for you," the program was intended to foster an environment of personal attention within the company's retail outlets.
"We know the store can be busy, so when you’re ready to talk, Personal Shopping is a way for us to give you our undivided attention."
However, as stores got busier, the premise of Personal Shopping became more difficult to deliver. At the launch of iPhone 3G in 2008, Apple suspended the program for iPhone-related visits.
"It is critical that all stores follow the same process to ensure every customer has an equal and fair opportunity to purchase a phone," the company told its store managers.
Charles Martin
Christine McKee
Wesley Hilliard
Malcolm Owen
Andrew Orr
William Gallagher
Sponsored Content
27 Comments
This seems to further exemplify a focus on disposable consumer products instead of the mac as a platform.
This seems to further exemplify a focus on disposable consumer products instead of the mac as a platform.
Hmmmmm... and here I was thinking that it exemplified "we're getting too friggin' busy to offer one on one reserved service because our products are so darn awesome".
Two opinions...
I wonder how often Apple Store employees were getting stood up (i.e. people not honoring their own appointments).
Or how often employees were getting gamed by people who spent a hour (or more) going through everything, then leaving empty-handed.
Another possibility to consider are Apple's retail partners. I can easily see them saying "we'll carry your product if you steer customers to OUR stores". Dropping the program altogether would be a good compromise.
This seems to further exemplify a focus on disposable consumer products instead of the mac as a platform.
It's ironic such a statement should come from someone with your signature
I wonder how often Apple Store employees were getting stood up (i.e. people not honoring their own appointments).
Or how often employees were getting gamed by people who spent a hour (or more) going through everything, then leaving empty-handed.
Another possibility to consider are Apple's retail partners. I can easily see them saying "we'll carry your product if you steer customers to OUR stores". Dropping the program altogether would be a good compromise.
Judging by the Regent Street store in London, it may simply be a way of freeing up staff to deal with as many people as possible. I booked a Genius Bar appointment for my Macbook last Tuesday, I wasn't seen for 40 minutes after my appointment time. The staff must feel besieged, the place was packed out at three in the afternoon! I really take my hat off to the staff's calmness, endurance and dedication in the face of such an onslaught of humanity!
I've said it before but it's the same story in other Apple stores in the UK I've been to: Westfield and Brent Cross both also in London, Sheffield, Liverpool.
I don't think Apple minds the gamers so much, if they like the Apple stuff they'll be back sooner or later. It's taken me several visits and a few weeks to purchase major Apple gear but I've made quite a few purchases over the years.
As for the UK I don't believe dropping the programme affects the retail partners one way or the other, if anything, Apple's success has encouraged third party retailers to start carrying Apple stuff again.
It's encouraging are buying and not just browsing at the Apple Stores. Judging by the queues at the tills in Regent Street, Apple can't shift its stuff fast enough!
I'm sure Steve Jobs and the shareholders will be happy!