The Town Square Concept Is Brilliant
Apple’s vast network of brick-and-mortar stores gives them an advantage over almost every other tech company. No one else offers personal customer support like the Genius Bar. The Apple Stores place them leagues ahead of other internet juggernauts. The newest addition, the first Town Square themed Apple Store in Milan Italy described by 9to5 Macsounds amazing:
The design begins with an expansive, outdoor amphitheater that steps downward from the plaza toward fountains that create a stunning wall of water. The waterfall, symbolizing Milan’s connection to canals, also serves as the store’s entrance. Visitors will descend through the fountain to the subterranean store floor below, where 230 employees are expected to work. The outdoor space will be used to host community events like summer movies and Today at Apple sessions. Apple wants the square to become a place where friends come to relax, chat, and discover new interests. —Michael Steeber, 9to5Mac
In a climate where many mental health professionals are questioning the long-term impact of people being addicted to their devices and social media, this new move by Apple is brilliant. Apple is the only tech company encouraging its customers to actually meet with their friends in person. Albeit at an Apple store, but still, this is a step in the right direction.
I like the idea of Apple’s Town square concept for the Apple Stores. In a sense, it’s Apple putting their money where their mouth is. Not only is Apple encouraging people to monitor their screen timeas if they’re counting calories, they are also providing a place for you to meet up with friends or family and visit in person. And I don’t think this is money down the tube from a financial perspective either.
If there is one thing that corporations all struggle with, it is this. Getting the attention of prospective customers who don’t currently buy your products. This is why product placement in movies is such a big deal. These noncustomers will tune out your ads, so you have to sneak in your products via the back door. Apple’s Town Square concept is kind of like movie product placement in reverse. Instead of sneakily getting your product into someone else’s world, you’re enticing prospective customers into your world. But I’d think it will be much more powerful.
If a company experienced a high churn rate, the expense of slowly reaching these potential new customers would seem relatively high. However, Apple has a higher than average customer retention, so the Town Square concept might be a great way for a company to reach new customers.
Apple is the first tech company to realize what other retailers have known all along. Enthusiasts like to have a place to congregate. If you’re an avid hunter, going to Cabela’s is almost like going to church. You see all the latest hunting gear, meet other hunters, and your kids can have fun at the indoor shooting range. These destination stores can boost customer loyalty and reach out to potential new customers.
In a climate where many mental health professionals are questioning the long-term impact of people being addicted to their devices and social media, this new move by Apple is brilliant. Apple is the only tech company encouraging its customers to actually meet with their friends in person. Albeit at an Apple store, but still, this is a step in the right direction.
I like the idea of Apple’s Town square concept for the Apple Stores. In a sense, it’s Apple putting their money where their mouth is. Not only is Apple encouraging people to monitor their screen timeas if they’re counting calories, they are also providing a place for you to meet up with friends or family and visit in person. And I don’t think this is money down the tube from a financial perspective either.
If there is one thing that corporations all struggle with, it is this. Getting the attention of prospective customers who don’t currently buy your products. This is why product placement in movies is such a big deal. These noncustomers will tune out your ads, so you have to sneak in your products via the back door. Apple’s Town Square concept is kind of like movie product placement in reverse. Instead of sneakily getting your product into someone else’s world, you’re enticing prospective customers into your world. But I’d think it will be much more powerful.
If a company experienced a high churn rate, the expense of slowly reaching these potential new customers would seem relatively high. However, Apple has a higher than average customer retention, so the Town Square concept might be a great way for a company to reach new customers.
Apple is the first tech company to realize what other retailers have known all along. Enthusiasts like to have a place to congregate. If you’re an avid hunter, going to Cabela’s is almost like going to church. You see all the latest hunting gear, meet other hunters, and your kids can have fun at the indoor shooting range. These destination stores can boost customer loyalty and reach out to potential new customers.
Kids enjoying the laser shooting gallery at the Cabela's store in Buda Texas.
In any event, I applaud Apple’s efforts to encourage people to put down social media for an hour or two and actually meet with other people in person. They are the only tech company going down this road.
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