Apple has invented many great technology products and Apple also invented a great product in operation-Apple store.

In traditional retailing stores, sales people do not know Apple’s products well . They can not explain to customers the differentiation between Apple products and others. Furthermore, it does not matter to them whether customers buy an Apple product or a product of other brands.

On the other hand, Apple stores have experts who can answer all the question regarding to Apple products and each Apple store has unique designs appealing to the local customers. Apple stores allow people to fully experience the products before they purchase and allow Apple collect direct feedback from customers. This grants Apple to a direct and dynamic relationship with customers and increases customers’ loyalty.

As a result, by 2011, Apple Stores in the United States had revenue of $473,000 for each employee. According to the research firm RetailSails, the Apple Store chain ranks first among U.S. retailers in terms of sales per unit area in 2011, with sales of US$3,085 per square feet, almost doubling Tiffany & Co., the second retailer on the list(New York Times)

Citation

“Apple’s Retail Army, Long on Loyalty but Short on Pay.” New York Times. N.p., n.d. Web. <http://www.nytimes.com/2012/06/24/business/apple-store-workers-loyal-but-short-on-pay.html?_r=1&>.