While the 18-karat gold Apple Watch Edition has been receiving a lot of attention due to its premium pricing and aesthetic, Apple will sell far more of the lower-priced Apple Watch and Apple Watch Sport models, and has created a different customer journey for those customers, according to sources briefed on the plans. Most of the sales process will be familiar to buyers of other products from the Apple Store, but a number of steps are different, including the process of visiting a “magical” display case, trying on different models, playing with demo units, considering Apple Watch accessories, and actually finalizing the purchase. Below, we detail the entire customer experience for the upcoming Apple Watch launch…
After a customer books an Apple Watch try-on appointment via the Apple Online Store or iOS Apple Store app, Apple will walk him or her through a try-on and sales process in the Apple Store. First, a customer with an appointment will be greeted in the Apple Store by a specialist. If a customer does not have an appointment, she will be added to a walk-in queue. Like the new Genius Bar walk-in appointment system, customers in the queue can shop elsewhere in a mall and receive a notification via text message when it is time to return for an Apple Watch try-on appointment. After the customer is matched up with an Apple Store employee, she will be taken to the display table shown in the image above to pick out Apple Watch models that interest her. The Watches inside will run a demo loop showcasing their main features, “making it a magical display,” as Apple puts it.
After the customer picks out up to two Apple Watch models to try on, they will be taken to a new try-on area. The try-on areas include fixed Apple Watch demo units as well as mats and cleaning cloths. Try-on tables (pictured above) have secure drawers that store up to 18 distinct Apple Watch and Apple Watch Sport units. For security, these drawers can only be unlocked by Apple Store employees by way of a special RFID sensor and unlocking mechanism in the EasyPay point-of-sale machines. These try-on Apple Watches will run in demo loops, but features such as Haptic Feedback will be functional so customers can experience that feature. The Watches can actually be tried on the customer’s wrist and are re-charged as necessary inside of the table’s drawers. Each try-on table will have 4, 6 or 10 stations, depending on the store’s size.
Some smaller Apple Stores do not have space for both a dedicated display table and a try-on table, so these stores will have only dedicated try-on cases instead of tables. These cases may also be used for larger stores that want to offer even more space for people to try on the Apple Watch, or need to reduce wait times for walk-in appointments. Each case holds up to 10 Apple Watches. Like the try-on tables, the cases include a padded try-on mat and cleaning cloths. After a customer goes through the display table and try-on process, they will be offered an opportunity to buy accessories such as additional bands, Bluetooth headphones via the new earphone Demo Kit system, and chargers. Apple’s options will be more premium alternatives to the third-party accessories that are already starting to appear online.
Prior to purchase, Apple will also offer an opportunity for a customer to purchase AppleCare+, which adds a second year of hardware protection for the stainless steel and Sport models; Edition models come with two years of protection, and can jump up to three years with AppleCare+. Interestingly, we are told that Apple will soon offer a combined coverage program for customers who buy both a new iPhone and an Apple Watch from an Apple Store. From here, a customer with a reservation can purchase the Watch, or if they don’t have a unit reserved, they can make a reservation or order via Apple’s Online Store. Apple, at launch, won’t have stock for customers without reservations, as we reported last week.
If a customer wants to try out the Apple Watch without going through the try-on and sales process, they will be able to use a new demo unit connected to an iPad mini. These demo units will be mobile and will be able to be used anywhere in the store. Additionally, customers who already know which Apple Watch they would like to purchase can buy one via a dedicated purchase station called the Landing Zone. Following the completion of the purchase, customers can access the Personal Setup station to setup the Watch, sync with their iPhone, fit bands, and install Apple Watch apps. We previously detailed how Apple will handle Apple Watch Edition sales and provide fashion advice to customers.
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Nice work with these stories. I can hardly wait to order one. Any word on whether the pre-sale starts at midnight PDT on the 10th, Mark, or a later time?
I’m wondering the same thing kpom1. I wanna have my 42mm space grey sport model in the que, with payment information good to go and my finger over the correct button at 11:59pm if that’s the case. I
‘ve never pre-ordered an Apple product…though a family member ordered the 6+ for me on opening day and it took foreeeever to arrive, hopefully Apple Watch isn’t hit with similar issues.
That’s surprising, I preorder phone each year and it arrives on first day. Even when I ordered my MBP it arrived before the stated time.
I think the Watch Flops after initial sales to Apple enthusiast. The thing about this item is this is an accessory with an end of life tag on it from the minute you purchase.
But cant you say the same thing about anything you buy in an apple store? Or any store?
lol isn’t that practically the case with most electronics these days?
Really? Never heard that argument before. Interesting….not
Every piece of technology with a lithium battery in it has an “end of life tag” on it from the moment of purchase. You act like a phone or laptop is any different? Nothing lasts forever.
“I think the Watch Flops after initial sales to Apple enthusiast” Considering that there are perhaps 600 – 900 million “Apple enthusiasts” out there, I am not worried even if only 5% of them buy an AppleWatch initially. (There have been over 665 million iPhones shipped to date and there are over 900 million iTunes accounts). If Apple initially sells even only 5 million AppleWatches, any company would love to have those quick initial sales of over $1.2 Billion.
Granted it will not be like the phone. In fact all along the phone got me to ignore the wrist watch. But the definition of flop is not a clear one. Apple has deep pockets to keep this going but customers do not. That’s why I fear if apple will drop the price after first 2 months just like the iphone(not for lack of response). I know I want it mostly for payments.
Life itself has an end-of-life tag on it from the moment of birth !
— I’ve a rendezvous with Death
At midnight in some flaming town,
When Spring trips north again this year,
And I to my pledged word am true,
I shall not fail that rendezvous.
“Apple, at launch, won’t have stock for customers without reservations, as we reported last week”
You didn’t report anything that definite last week.
Why do I see them pointing you to a link soon.
Would be happy to see one. The link already provided in the text doesn’t fit the bill, however.
As one source at a flagship Apple Store said, “we’re told to treat launch day as if there will be no walk-in stock. http://9to5mac.com/2015/03/26/apple-watch-launch-availability/
What’s Apple’s return policy? I’d prefer to buy two models, try them out at home and return the one I don’t want, without going through an overly involved in store process.
Why purchase two if you can have an appointment with a specialist to help you decide?
Because I like to make my own decision without a person who wouldn’t pass for a genious telling me which one to they would go with or repeating the questions I have saying I too have the same. Not to mention the department store conspiracy of skinny mirrors😉;)
I understand that there are people who do this with clothing. They are jerks also.
you are probably limited to purchasing one.
Apple’s return policies are on line.
Couldn’t agree more with tribeca90. I don’t like salespeople or sales pitches – even less so from someone who’s been coached on the tactics for selling fashion products. Every time I walk through a car dealership or department store I fantasize about swinging a baseball bat at every aggressive salesperson or fragrance model.
I want to take my time trying out the Watch and seeing how it fits and looks on my wrist, without the distraction of a 10 minute countdown or the incessant drone of someone feeding me insincere fashion advice.
Great reporting.
This has become my new favourite Apple blog/site.
Thanks for providing the great content. Keep it up!
As he said, he doesn’t want to go through an overly involved in store process…
Oops. This belongs one up…
Odd, on the third a steel watch is visible with a rose bracelet, which is usually available for the gold model only.
I don’t see that.
apple.co/watch-pnk-modern
It’s a color option for the 38mm modern buckle: http://store.apple.com/us/product/MJY82ZM/A/38mm-black-modern-buckle-medium?fnode=c6d0b5bedd896dbd9387b3d0a57887ee7d9dc3fe3d4a91a4c6d01ce469793cbef55c74719174213d0b34f5ce59c230e8591be4718715c6b877783aee1dd1b8bb1df872e46ba72a8adb9f9e7c098d551d
Interesting.. I can see that too. Unless it’s the colour of the photo? Only pink/brown/midnight are available online. But yes, it does look a little different.
Completely preposterous. Book a “try on” appointment? Really? How pretentious can you get?
What’s pretensious about that? Are jewelry stores pretentious? And as this article clearly states if you don’t want to try on experience you can use a demo unit to try it out.
IKR? People who want to try things on before they wear them all the time are so effen snooty.
This is great information and surpasses that which I have found elsewhere. If this system is Angela’s brainstorm, she should give back some of the money they gave her. While this may look good on paper, Burberry has never experienced the sort of customer traffic Apple does on a product launch. I expect this system will fail by day 3. My question, governed by my own iPhone 6plus and iPad AIR 128g experience, is what happens if the entire stock is sold out online before the first try on Apple store even opens? Is there dedicated stock just for the store orders? Imagine the chaos if after going through this scheme, waiting in line for your appointment [as you know by midday they’ll be backed up] you come to find that the watches are already on backorder?
But I thought this watch was a failure that no one is interested in buying. How could there be chaos for a product no one is interested in?
Yeah, it sounds more like the problem described here isn’t “the system” but rather that Apple sold all of their product in an extremely short time. Not much you can do about that.
I still feel Apple should have offered the “try-on”/Demo a week earlier before the pre-ordering so folks can get a chance to try it on and see what’s is best for them. Than do the mad rush to purchase on-line at midnight to ensure they can get their model (& maybe the right size band) on time than see a repeat of iPhone 6/6+ wait list to shipment, etc. With offer to start selling it in so many countries on day 1, will ensure that stocks will go quickly online if normal mad rush for apple mobile products trends stay true.
Looks like an early morning wake up for those of us on the East Coast if online sales start at midnight PST.
Has anyone done the percentage breakout that will be available for these initial countries to main watch make and model size before considering the band impact? China & US could each easily take a 1/3 and remaining 1/3 for all other countries…
vandy75, Have you ever visited an Apple store on the opening day for a new iPhone? They’re quite adept at managing customer traffic, setting up a line outside and letting in only a few customers at a time. They generally also set up a separate entrance path for those who are visiting the store for an other reason.
The stock won’t sell out, the ship dates will potentially extend further and further but nothing will “sell out”
Hopefully it all goes well, but the process of making the appointment and getting the text message for the try on worries me. the method described is exactly the same as the way you book an appointment with a Genius, and exactly the same way as you would be texted to say that your repair was ready for pickup. In reality, both of those things don’t go as smoothly as is suggested here.
The last time I had an iPhone repair for example, I arrived five minutes early for my appointment, but had to wait 15 more for someone to see me. I was then told the repair would take 45 minutes and to come back. I waited 50 minutes and came back, only to be told that it would be a further 15 and that I would be texted. 30 minutes later I was texted.
I’m not blaming them, it’s a busy store. It’s just that things rarely go as smoothly as planned.
is it just me, or has Apple going with the blue shirts seem to relegate it to the ‘Best Buy’ experience.. Which, as a former employee, can say this is sad times to see Apple Stores go that direction.
What does the color of a shirt have to do with in store experience?
I hate their new shirts. But the new logo position is actually intended to imitate the polo shirt, which since it’s inception has been synonymous with rich douchebags. Polo shirts also haven’t been “in style” since the 1990’s.
It seems like a very retrograde act to me, and one by a person (Ahrents) that has no real connection with “regular people” and has been living in a wealthy bubble for the last couple of decades.
Everyone of your posts comes across as a condescending know it all. Talk about douchbag.
Polo shirts aren’t “in style”? Tell that to every guy in my office building I see wearing them on a regular basis. On and by the way Apple retail employees aren’t required to wear polo shits. They have a choice of polo shirt or t-shirt. Though I suppose you’d call them douchbags too.
Polo shirts (the style, not necessarily the brand) are considered a ‘classic’ that never really goes out of style. Walk onto any college campus, major department store, or trendy clothing store like Urban Outfitters and you will see plenty of polo-style shirts alongside all the latest fashions. Also, “retro” has been a recurring theme in fashion for quite some time.
While many may cringe at the idea of Apple entering the world of fashion, it’s would probably be wise for folks in the tech industry to abstain from opining on what is or isn’t fashionable.
I didnt quite unterstand if you can Reserve an Apple Watch online on the 10th, and get it on release day? Do I have to do a reservation for the 10th/11th if I want to take one home on the release day from the Apple Store?
As I understand it, both the try-on sessions and pre-orders begin on April 10th. Deliveries and in-store sales begin on the 24th. What we don’t know yet is when they will start accepting reservations for the in-store try-on sessions.
Also, due to production constraints and the wide variety of models and bracelets available, there’s a good chance that some options will be back-ordered almost immediately after pre-orders begin at midnight PST on April 10th. So anyone who waits until they’ve had their try-on to place a pre-order may have to wait well beyond April 24 to receive their Watch.
Well, I was going to pre order online. Then, go to the store to make sure the ;largest one, with the leather bad fit my wrist. Then, someone helped me realize that when they said 8.4 inches, it said “fists wrists.” My band now is 9.3 and it is on one of the last holes on the band. Thus, I know the largest watch will not fit me. It is fantastic. It means I can save money, get the larger sport watch and use my click watch band when I get it. That is to say, after I get the band. Which, I believe I will in June or July. I am aware that means I will have the watch for some months, without being able to use it. Oh well. Nothing else I can do. I shall stay awake until 3am and pre order. Though, I tried that with the new Mac Pro and it was not available. Oh well. Only time will tell.
I don’t know if this is something you would consider, but it totally looks like the Sports Band (based on the images on the web site), has enough room for a couple more holes.
So if true, you could drill two more holes bringing the bigger band up to about 220mm or 8.5″
I know the feeling. My wrist are big too. I’m getting a band from Monowear on Kickstarter and its going to be bigger than what I need. Plus ships in April
If you have not kickstarted before a word of free advice…keep hope low.
“Below, we detail the entire customer experience for the upcoming Apple Watch launch…”
Now that’s what I’m talkin about. My man mark
Do i have to make a reservation in order to get my self an apple watch or can i just pre order it online?
You can just order online.
Ok, I’ve got to see what a “magical” display case looks like.
Just like a regular display case but it’s magical. Just like the aluminum the stainless steel and the gold are no ordinary materials ( as seen in the keynote).;);)
I can’t wait to order one either. But my question is how far in advance can we book that try on appointment. I know the watch doesn’t come out till the 24th and we can’t preorder or try on the watch till the 10th but it doesn’t make sense to make us wait till the 10th to be able to make the appointment.
It’s lovely to see even the shop fixtures being a reason for hype, when an Apple product is in question.
Is this an actual product launch, or just viral marketing for an upcoming sequel to L.A. Story? Everything about this “customer journey” sounds straight out of the “L’Idiot” sequence of Steve Martin’s 1991 movie.