Apple BKC– India’s first Apple store- is about to open to the public in April at Jio World Drive Mall, Mumbai. The Cupertino-based tech giant is clear about one thing: consistent customer experience around the world. This means you can expect the same experience irrespective of whether you visit the Apple store in New York, San Francisco, Dubai, Singapore or even Mumbai.
No ‘salesperson’ to judge your pockets. No cash counters. It doesn’t matter whether you buy something or not. It’s perfectly fine if you haven’t used any Apple device ever. Or, maybe you just want to learn photography skills. Everyone is welcome at an Apple store.
An Apple store is a place where the latest technology from the company meets the local art. While the product buying experience, layout, look-and-feel is similar across all stores around the world, Apple pays extra attention to the community they are serving by integrating local art, heritage and experiences.
Singapore, which has less than half the population of India’s bustling city of Mumbai, has three Apple stores- Orchard Road, Marina Bay Sands and Jewel Changi. If you happen to visit all the three stores in Singapore in a day, you will notice that the experience is nearly identical yet each of them are completely different in terms of design, narrating a unique story. In Mumbai, the Apple BKC is inspired by the iconic ‘Kaali Peeli taxi’ art.
The entire purpose of an Apple store is to attract people and make them experience products. The retail philosophy is more towards educating people than making them buy. And the attention to details is something only Apple can do. The height of desks, the angles at which devices are placed, the lighting and the entire setting is such that visitors can comfortably focus on the device they want to try out. There’s free WiFi, so visitors can thoroughly check out the device and spend as much time as they want to. And if they like something, there’s no need to queue at any cash counter, because there aren’t any cash counters inside any Apple store. You simply have to ask an Apple team member for the bill and make the payment. (Source: Reuters/News18)
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