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5 Reasons why Apple Stores are Great Examples of How You Should Run Your Online Business

Ben Lumley - Thursday, December 03, 2009
I’m a geek and a proud geek at that. I love all things techy and gadgety and can think of nothing better than a Sunday afternoon of playing around with some gadget or building something cool and funky. For a real treat I love to go to an Apple store and stare at wonder at all of the shiny gadgets and gizmos. I’m assuming that my response in an Apple store is something to that of a child who gets to see Santa’s Toy Factory.

I’ve never been to an Apple store in the US but if it wouldn’t surprise me if they were the same as the ones we have here in the UK only much bigger. (So I apologise to anyone reading in the US but I only have experience of UK Apple stores.) 

There’s something amazing about going in to an Apple store if you’re a geek like me. Rows upon rows of neatly laid out shiny Apple products all begging to be touched and played with. Everything in an Apple store is exactly where you’d expect it to be and help for a cool looking dude in an Apple t-shirt is never too far away. 

Whenever I go into an Apple store, even if I don’t buy anything, I leave feeling inspired. Inspired to build a better Online Business. 

Here are my 5 reason why Apple Stores are great examples of how you should run your online business. 

1. Like Santa’s Toy Factory. 

Does your site make people jump up out of their seat when they see it like walking in to an Apple Store or does it leave your customers wanting more? Now I’m not trying to get into the whole Form over Functionality debate but I do think your site should look the business to really engage with your customers. If you’re not a designer then spend some money on a really nice template for your site that will give it the wow factor. If you are a designer then spend some time before you launch your site making it look good. 

But whoever you are and whatever you do make sure that you’ve got the content on your site to back up the design. There is truly nothing worse than a site that looks really good but is completely useless. Apples stores aren’t just pretty, they are also full of loads of really cool stuff, your online business should be the same. 

2. The “Oh now that’s cool” effect. 

When Apple release a new update or a new product they expect the “oh now that’s cool” response from the public. There’s always something they’ve done to make a product better that Apple know their customers will love. Does your online business make your customers say to themselves “oh now that’s cool” whenever you release a new product or service or update an existing one? Or does your business leave them feeling indifferent? 

Your customers should be impressed with what you offer whether it’s a product or a service. If they are they’ll keep coming back for more everything. 

3. Sensible help from cool looking people. 

I have never met an Apple Genius who didn’t know what they were talking about or demonstrate some personal experience in order to help you. When you ask for someone’s help and they talk from experience you nearly always take their advice, don’t you?

Do you offer that kind of personal customer service experience? Do you know your products and services inside out? You should do because then when a customer asks you a question you can give them the answer there and then. There is nothing more frustrating as a customer than a business owner whose stock response is always “I’ll get back to you on that.” Don’t be that person. 

4. The simple yet stylish factor. 

Apple stores are stylish, there’s no denying that. Beautifully laid out with everything just where you’d expect it to be. There aren’t packaging boxes everywhere blocking up the aisles or products slung here there and everywhere. Shelves and surfaces are uncluttered, enabling the products themselves to truly sell themselves. 

Your online business website should be the same. It should make sense to your customers so that they can find what they need when they need it. Your customers shouldn’t have to click on stupidly hidden links in order to find your products. Everything on your site should be clear and easy to find. 

5. Leaving with a shiny new product that does what it’s supposed to. 

When you buy something for an Apple store you always get that excited feeling of walking out with your new product. You get it home and it does exactly what it’s supposed to do, straight out of the box. 

Your online business should offer the exact same thing, every time. Your business will crash and burn within days if you ship dodgy products and you’ll end up with no customers if the service you provide doesn’t live up to what you originally offered. In online business you should always exceed your customer’s expectations and give them more that they were expecting. 

Does your online business run like an Apple store? Let us know in the comments.

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