Washington Square Films (NYC) gave us a rare look at one of the internal videos that Apple has shown its retail store employees. This one is obviously over a year old, with Ron Johnson at the helm (the date says 7/7/2011).
The video is a pretty impressive piece of work from director Peter Sillen for something that never aired publicly. Among other interesting tidbits, the video shows a store mock-up inside Covent Garden (London) in 2008 before construction with Apple execs examining design elements.
The video seems to be the type you might see on TV. And, with the departure of Ron Johnson (just guessing here), it might have been scrapped without stable store leadership to fill in. Bob Bridger, Apple’s vice president of Retail Development, gets significant ‘face time’, as well.
Update: The video was taken down by Apple. We’ve found another mirror in China embedded above. Here’s a mirror. Here’s another.
The CEO of JC Penney Ron Johnson sat with CBS “This Morning” to defend his company’s new spokesperson Ellen DeGeneres from attacks by the religious group One Million Moms that seeks to boycott the retailer if it did not axe DeGeneres over her sexual orientation. Putting the controversy aside, the interview (available on the CBS website and over at YouTube) gets interesting at mark 3:50 when Johnson reflects on his long tenure as Apple’s Vice President of Retail. The “Steve Jobs of the retail industry,” as some have dubbed him, said retailing is anything but a walk in the park:
Retailing is hard and that’s what Steve said when we started stores at Apple. But you look, you know, dozen years later and the stores are really popular with people. And they’re really popular because people know that the store cares more what the product does for them than just selling the products. At Apple, in many ways, the relationship with the customer begins when they buy.
Ron Johnson, Apple’s former head of retail, pioneered the concept of the Apple Retail Stores and the Genius Bar a decade ago. As you know, he is also yet another established Cupertino executive to use experience at Apple and tap his peers in an effort to transform an industry and rethink a company. Another one: The iPod Godfather Tony Fadell whose intelligent thermostat made quite a stir among the technophiles. Not everyone succeeds, as evident in the case of former Apple hardware chief Jon Rubinstein, who just left Hewlett-Packard following a series of missteps with webOS and Palm.
Due to take over CEO post at the American mid-range department store chain on Feb. 1, Johnson on Wednesday shed more light on a new strategy for an ailing JC Penney, and boy, does it draw from everything he learned during the Apple gig. He conveniently kicked off his presentation with a slide adorned by an Apple logo, which was immediately followed by another “What Were You Thinking?” slide.
Johnson then launched into an appraisal of Apple, likening the iPhone maker to a prime model of lasting brand experiences. Johnson, who left Target for Apple in 2000, recalled that at the time: “There wasn’t one positive believer who thought an Apple retail store could work.” He then put up a slide depicting the Grand Central outlet, a massive new Apple store built inside New York City’s landmark Grand Central Terminal.
Reiterating how he built Apple Stores on experiences, not commissions, the executive noted:
It’s not about buying. It’s about enriching someone’s life. [...] The magic of the store that makes everyone want to come is all the stuff you get beyond the transaction, ’cause at Apple, the relationship doesn’t end when you buy. That’s where it begins. And we’re going to do that at JC Penney.
A few other interesting highlights are below: Read more
The Grand Central Terminal store opening had Steve Cano and Bob Bridger in attendance
Until November 1, 2011, Apple’s widely successful retail branch was headed by Ron Johnson, J.C. Penney’s new CEO. Since announcing his leave in June of this year, discussion has run ramptant in regards to the successor of Apple’s vital retail division’s leader. Under Ron Johnson sat three central executives responsible for the upkeep and success of Apple’s retail business: Jerry McDougal, Vice President of Merchandising; Bob Bridger, Vice President of VP of Real Estate; and Steve Cano, Senior Director of International Retail Operations.
In early November, a report claimed that Steve Cano was tapped as the successor of Ron Johnson, but Apple quickly shot down this report and provided comment to 9to5Mac on the situation:
The search for a replacement for Ron Johnson continues, and Apple has nothing to announce about this subject at this time.
With Apple yet to announce a successor for Ron Johnson, the above comment still stands true. Apple has been actively searching for a new retail chief and according to a report from August, Apple has been working with world-renowned executive search firm Egon Zehnder International to find their new retail chief. At this point, it also appears that Jerry McDougall and Bob Bridger won’t be running Apple retail as neither of them are running the retail show right now.
Ron Johnson, the CEO of J.C. Penney and the former senior vice president for retail at Apple, ran a guest post detailing his Apple tenure over at the Harward Business Review blog, accompanying a monster interview which appears in the December 2011 issue of the Harvard Business Review magazine.
Apple doesn’t owe its success in retail to shiny products, he said. “You don’t need to stock iPads to create an irresistible retail environment”, he said. “You have to create a store that’s more than a store to people”. Even though Apple products can be purchased for less elsewhere, people visit Apple’s stores for the experience, not products, he argued:
People come to the Apple Store for the experience — and they’re willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn’t focused on selling stuff, it’s focused on building relationships and trying to make people’s lives better. That may sound hokey, but it’s true. Read more
As Apple’s former retail chief Ron Johnson sets its sights on re-inventing the shopping experience at the J.C. Penney department stores and the search for his replacement continues, the Cupertino, California-headquartered gadget designer isn’t resting on its laurels. Future plans call for continuation of an aggressive retail expansion that includes 40 new stores during fiscal 2012, thirty of them outside the United States. Read more