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. expand full story