Apple's retail is a big investment that is paying dividends and it is small wonder they are trying everything to protect it, as the latest US trademark for their store design testifies. But what ingredients can a more modest retail budget seek to use to improve shoppers' experiences in the high street?
1. Deliver best in customer service, not sales: Make sure everyone leaves with a smile whether it's because of a problem solved, a product bought or an enjoyable shopping experience in the store.
2. Be bold and unafraid to leave space for shoppers to mill, breathe and reflect: It's good to see Tesco differentiating beyond price by starting to create spaces in store to change the tempo, from coffee shops, to Giraffe restaurants, to blow dry salons.
3. Where you can, edit your portfolio and messaging: Obviously this is easier when you don't make or sell a thousand different lines, but it has been well documented that too much choice is confusing and even paralysing. It may be no coincidence that retailers known for their edited lines such as Lidl, Zara and John Lewis are enjoying such success.
