Stores Are 5-Star Hotels

November 24, 2007

Apple has tried to pattern its retail stores after “the feeling of a five-star hotel,” according to Sr. V-P Ron Johnson, quoted in an Associated Press article about the development of the stores. “It’s not about selling. It’s about creating a place where you belong,” Johnson told reporter May Wong. In previous interviews and statements, Johnson has likened the stores to libraries. The AP story details how the cash register counters have disappeared, replaced by employees with portable computers, and how the new Concierge employees guide visitors to the right location. The story concludes, “The stores are ‘the front face for Apple now,’ Johnson said. ‘And we’ve got so many new customers that we really have to help them understand our services.’

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